Star to launch HD versions of Bengali channels
After launching a slew of high-definition (HD) channels in sports and English entertainment space, Star India has turned its attention to regional markets.
The broadcaster is launching HD versions of its Bengali GEC Star Jalsha and movie channel Jalsha Movies.
Last year it launched an HD version of its Malayalam GEC Asianet. It recently received the licence to launch Star Vijay HD, which is a Tamil GEC.
Star Jalsha HD and Jalsha Movies HD will most likely be launched on 14 April, the Bengali New Year. Both the channels have been priced at Rs 30 on a la carte basis.
Star Jalsha airs a mix of family drama, comedy, crime and reality shows.
Jalsha Movies airs big blockbusters and has one of the biggest libraries of Bengali movies.
As per FICCI KPMG report 2016, HD channels are contributing significantly to ad revenue growth for some broadcasters.
The report noted that HD channels were initially offered as premium ad-free channels and were completely dependent on subscription revenues.
“However, this has changed with broadcasters beginning to monetise HD channel feeds separately for ad revenues.
Typically, HD channel rates are higher due to the premium nature of HD channel viewers,” the report stated.
HD channels are also great drivers of pay TV ARPU (average revenue per user).
Direct-to-home (DTH) operators are charging premium for HD packages.
Multi-system operators (MSOs) are yet to adopt an aggressive strategy to sell HD bouquets to their customers.
While giving a presentation at the 2nd Annual MoffettNathanson Media & Communications Summit last year, Star India CEO Uday Shankar had said that HD would be a big revenue driver for the industry.
He had projected Star’s HD subscriber base to reach 25–40 million over the next 3–5 years from 3 million.
“Cable has not been able to push HD in meaningful way.
Some DTH operators were slow to realise the potential of DTH. Going forward, HD will be a big driver of broadcasters as well as platforms income,” Shankar had said then.
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