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Star World targets 35% revenue growth, ups content cost

Bapun Raz

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MUMBAI: Star World is targeting a 35 per cent jump in its revenues as it has fine-tuned its programming strategy and hiked costs by ramping up local content.

The English general entertainment channel has upped its programming outlay by 30-35 per cent this year, according to a senior Star World executive.

Seeking to double its upscale audience share, Star World has adopted a stripped strategy from Monday-Friday while also airing the latest shows from the US during the weekends.


"Programming outlays for this year are up by 30-35 per cent. We expect a similar growth in terms of revenue. Our aim is to double our viewership share among SEC A 15+," Star India GM, senior VP, English Channels Saurabh Yagnik tells Indiantelevision.com.



Putting its strategy in place six months back, Star World plans to showcase at least one new local show a quarter. "On the programming front, we are going to scale up our local efforts. The show with Simi Garewal is already on air. We are looking at more formats," says Yagnik.

Star World is the only channel in the English GEC space that is in HD. "This will boost perception and drive in audiences and advertisers. You need an HD set-top box to view the channel,” adds Yagnik.

This monsoon viewers can laugh with the new season of Modern Family, enjoy the drama of White Collar, sing along with ‘Glee’, enjoy the romantic bloom of ‘Mad Love’ and groove to the action punches of ‘Lights Out’.

The second season of Modern Family starts on weekdays from 23 June. A comedy in mockumentary style, the show will air Monday-Friday at 11 pm. The story follows the families of Jay Pritchett, his daughter Claire Dunphy and his son Mitchell Pritchett who live in a suburban community of Los Angeles, California.

‘White Collar’ kicks off on 1 July and will air Monday-Friday at 10 pm. This crime/mystery series stars Matt Bomer as Neal Caffrey, a former con-man, forger and thief, and Tim DeKay as FBI agent Peter Burke.

The pair form an unlikely partnership as they work together to apprehend white collar criminals. It is about a convicted white collar criminal who winds up working for the FBI man who caught him. To stay out of prison, convicted bond forger Neal Caffrey offers to help the FBI capture other white collar criminals using his expertise as an art and securities thief, counterfeiter and racketeer.



‘Glee’ has returned for a second season from 19 June, airing every Saturday and Sunday at 10 pm. The series focuses on a high school glee club called New Directions, set within the fictional William McKinley High School in Lima, Ohio. Season two follows the club through sectional and regional show choir competitions to the national competition in New York City.

The second episode of the season, "Britney/Brittany", was a Britney Spears tribute episode featuring five of Spears' songs. The third episode had a religious theme, and the fifth served as a homage to The Rocky Horror Show.

Artists being considered to be covered on Glee include Courtney Love and Led Zeppelin. In addition, Coldplay has
allowed the show to cover any of their songs. Music by The Beatles, Paul McCartney, and Billy Joel has been covered during the season.

There are also two new additions to the Star World Torrentz property. Lights Out has kicked off on 19 June and airs every Sunday at 10 pm. It is a boxing drama series. It stars Holt McCallany as Patrick "Lights" Leary, a New Jersey native, and former heavyweight champion boxer who is considering a comeback.

The other new property is Mad Love. This kicks off on 25 June and airs every Saturday at 10 pm. Four New Yorker thirty somethings – Kate, Connie, Larry, and Ben – are searching for love in the city.

Ben and Kate, two single New Yorkers, accidentally meet each other at the top of the Empire State Building and decide to make a date for later that night. Before the date, Kate and Ben decide to bring their best friends, Connie and Larry, to try and see if they could fall in love too, but after they meet for the first time, they instantly despise each other.

Each episode ends with some of the characters in a bar that they commonly hang out in, discussing the events of the day. The cast describes the show as one about two couples falling in love in very different ways.

http://www.indiantelevision.com/headlines/y2k11/june/june174.php
 
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