Dinesh jain
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MUMBAI: CJ O Group and Providence Equity
Partners-owned Star CJ Network is planning to
launch a second home shopping channel called
Star CJ2 Alive, Star CJ CEO Kenny Shin told
TelevisionPost.com.
The new channel will be positioned as a lifestyle
channel primarily targeting females.
The company is awaiting the Ministry of
Information and Broadcasting’s (MIB) clearance
to launch the new channel. Shin is hopeful of
getting the approval soon as the new
government has been swift on clearing pending
applications.
Star CJ2 Alive currently runs as an 18–20 hour
slot on many direct-to-home (DTH) and cable TV
platforms. It is available on DTH platforms like
Dish TV and Videocon d2h. On cable TV, it is
available on platforms like Hathway Cable and
Datacom, DEN Networks, Siti Cable, InCable,
Fastway, and GTPL.
“We plan to launch a home shopping channel in
lifestyle category targeted at females. We have
already applied to the government for a licence
to launch the new channel. Once we get the
government approval, we will launch the
channel,” said Shin without divulging much about
the new channel.
Shin said that the Indian home shopping market
stands at Rs 2,500 crore (Rs 25 billion). Star CJ
has a 45 per cent of that market, asserted Shin.
Star CJ’s USP is that 20–25 per cent of its
products are exclusive, averred Shin.
Thankfully, with
cable TV digitisation, carriage fee has dropped
by 20 per cent due to opening up of bandwidth,
said Shin.
Shin also said that the company will drop Star
from its brand name. However, nothing has been
finalised as to when the channel will be
rebranded. “We can use Star brand for a period
of one year. We will take a call on the new name
later,” he stated.
Star CJ plans to launch lifestyle channel targeted at females | TelevisionPost.com
Partners-owned Star CJ Network is planning to
launch a second home shopping channel called
Star CJ2 Alive, Star CJ CEO Kenny Shin told
TelevisionPost.com.
The new channel will be positioned as a lifestyle
channel primarily targeting females.
The company is awaiting the Ministry of
Information and Broadcasting’s (MIB) clearance
to launch the new channel. Shin is hopeful of
getting the approval soon as the new
government has been swift on clearing pending
applications.
Star CJ2 Alive currently runs as an 18–20 hour
slot on many direct-to-home (DTH) and cable TV
platforms. It is available on DTH platforms like
Dish TV and Videocon d2h. On cable TV, it is
available on platforms like Hathway Cable and
Datacom, DEN Networks, Siti Cable, InCable,
Fastway, and GTPL.
“We plan to launch a home shopping channel in
lifestyle category targeted at females. We have
already applied to the government for a licence
to launch the new channel. Once we get the
government approval, we will launch the
channel,” said Shin without divulging much about
the new channel.
Shin said that the Indian home shopping market
stands at Rs 2,500 crore (Rs 25 billion). Star CJ
has a 45 per cent of that market, asserted Shin.
Star CJ’s USP is that 20–25 per cent of its
products are exclusive, averred Shin.
Thankfully, with
cable TV digitisation, carriage fee has dropped
by 20 per cent due to opening up of bandwidth,
said Shin.
Shin also said that the company will drop Star
from its brand name. However, nothing has been
finalised as to when the channel will be
rebranded. “We can use Star brand for a period
of one year. We will take a call on the new name
later,” he stated.
Star CJ plans to launch lifestyle channel targeted at females | TelevisionPost.com
