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. This channel aims to provide the revisit of the golden era of Indian television programming by the repeat telecast of the best shows from the extensive STAR Plus
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, kid`s shows, mythological and game shows, as well as Bollywood films. STAR UTSAV is available in India. It is also available 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 favourite 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 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 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.
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.
The channel reaches out to the smallest of towns and rural areas where viewers are treated to some of the best content from STAR, making it the "King of Middle India".