A year of glittery success for UTV Stars

21 Aug,2012

From Left to Right – MK Anand (MD, Media Networks), Ashutosh Gowariker, Karan Johar, Yash Chopra, Farah Khan, Ronnie Screwvala (MD, The Walt Disney Company India), Zarina Mehta at the launch of UTV Stars, last year

 

By Meghna Sharma

 

On August 19, the world of glamour and glitz had one more reason to celebrate – UTV Stars turned one. The Bollywood and lifestyle channel launched last year by the network promised to give the audience more than what the current lot of channels were offering.

 

Nikhil Gandhi

“UTV is synonymous with Bollywood. Having revolutionized the movie production space over the past few years, it seemed logical for us to launch a Bollywood channel. We believe that we have an edge over the channels because of the backing and our enviable access to the Industry. We provide the viewer with innovative content and showcase the land of Bollywood from the inside as opposed to an outsider’s perspective. We are the insiders and very much part of the industry that we’re showcasing,” said Nikhil Gandhi, the business head of the channel, describing what differentiates it from the rest in the genre.

 

The channel takes immense pride in offering the audience outstanding and unique content. “Right from its inception, UTV Stars has been offering the average viewer path breaking and innovative Bollywood content, thereby bringing Bollywood closer to the audiences. Before launch, Bollywood channels were mostly all about music and news formats. But ever since we’ve launched, we’ve emphasized a lot on original content that has resonated very well with the audiences,” explained Mr Gandhi.

 

But that’s not enough; it strives towards moving beyond TV too. In less than two months of launch, the channel took the brand on ground via prestigious associations with ‘The People Best Dressed Show’, Lap Buddh Circuit After Parties, ‘Cosmopolitian Fun Fearless Awards’ and FICCI FRAMES Excellence Awards as official broadcast partners. And in March this year, the channel went on to launch country’s iconic landmark – Walk of Stars. “The response to the initiative has been overwhelming, from both, the film fraternity and the audiences. And yes, we do plan to launch in other cities. We’re planning to launch in Gurgaon at the Kingdom of Dreams in association with Wizcraft, following which we also plan to take the property international”, said Mr Gandhi.

 

Speaking on the marketing spend by the channel, Mr Gandhi said, “Marketing Activities are of utmost importance and we have indulged in several marketing activities right since launch. During launch, the channel was backed by an extensive outdoor brand campaign with the messaging ‘Touch,Feel, Believe’ endorsed by all the A-listers of Bollywood. Our shows Live My Life and Up, Close and Personal with PZ, were also backed by extensive outdoor campaigns. Also, with a view to strengthen the brand presence beyond television, we indulged in several prestigious on ground associations as the exclusive broadcast partner. In fact, our most recent marketing activity was an on-ground association with IIFA 2012 wherein we took ‘Walk of the Stars’ global.”

 

The channel was launched simultaneously in India and Middle East. And, in less than a year, the channel was launched in UK as well. It plans to continue to grow from strength to strength in future by broadening our horizons and making inroads into other markets.

 

“The channel will continue to create outstanding content and strive towards continue to build itself as a 360-degree brand. Ie, a brand beyond TV,” concluded Mr Gandhi on an optimistic note.

 

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