STAR UTSAV is a free-to-air Hindi general entertainment channel that claims to bring the best of Hindi programming to millions of viewers across India. The channel features some of STAR PLUS` most popular programmes such as Kyunki Saas Bhi Kabhi Bahu Thi, Kahaani Ghar Ghar Kii and Kasautii Zindagii Ki and Des Mein Nikla Hoga Chand from episode one. Other exciting programming includes comedies, thrillers, cookery, kids shows, mythological and game shows, as well as Bollywood films. STAR UTSAV is available in India. It is also avaivable in Indonesia via Telkomvision. The Star Network launched star Utsav in June in the year 2004. The channel has expanded audiences across the whole country, giving millions more viewers the opportunity to celebrate the best of Hindi entertainment, as the name `Utsav`, meaning celebration in Hindi. The channel also airs Neena Gupta`s Saans, which became a national phenomenon. As a free-to-air channel, Star Utsav brings the best of Hindi programming to a larger number of people and enables them to experience shows that have redefined entertainment in India and changed the way people see television in the country. It is also for those loyal Star Plus viewers who would like to review their favorite shows or catch up with episodes they have missed.

The whole premise of Utsav`s launch was to focus on smaller, price sensitive cities and towns where Star Plus was not widely available because of its status of a pay channel. The channel went on air by seeding 5,000 boxes. The aim: to tap into an ad market that was being serviced by cable channels and, up to an extent, trade related magazines. Though the original game plan for Utsav is yet to gain momentum, May 2005 has witnessed a sudden surge of advertising.

But lack of focus on the channel made it a meander. The earlier approach of bundling Star Plus and Star Utsav for airtime selling, according to media professionals, was not paying off. With Utsav now tearing away from Star Plus, a more focused approach has come into play. The channel has begun its focused small-scale marketing activities, which include a series of contests aimed at bringing in larger visibility and interaction with the channel. Utsav is looking at initiating a semi-urban and rural brand tie-ups, leading to on-air and off-air promotions. The plan now is to enter new homes; homes that view a lot of Doordarshan and other FTA channels.

In the year 2006 Star Network Star Utsav rural vans called gaddis in the small towns of Uttar Pradesh, Rajasthan, Maharashtra and Gujarat. These vans are equipped with 29-inch televisions and a DVD player and enable the people to sample the channel`s bestsellers Kyunki Saas Bhi Kabhi Bahu Thi and Kahani Ghar Ghar Ki as well as popular reality shows such as Khulja Sim Sim. To gain popularity, Star`s Utsav is targeted at reaching out to this huge chunk of free-to-air (FTA) homes which have not been able to access popular Star Plus programmes that have now become household names. New strategies like Vote do aur show lo in which people are invited to vote for the show they would like to watch is one on the new gimmicks by the channel. The Utsav Di Gaddi, apart from talking about the channel`s programmes, is also used by many mass marketers such as Hindustan Lever, Asian Paints and Nokia to talk about their respective brands.