Star rebranding its youth channel to raise mass appeal

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New Delhi/Mumbai: Star India Pvt. Ltd, the Rupert Murdoch-owned television network which owns the nation’s No. 1 Hindi channel Star Plus, is overhauling the programming of Star One, its seven-year-old urban youth channel, to draw more viewers from small towns and villages.
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The channel (Star One) definitely needs more engaging content and hence a 100% overhauling is essential,” said Sanjay Gupta, chief operating officer at Star India. “We don’t want to take any quick-fix measures but, yes, there are plans in place.”