Star World to showcase Packed to the Rafters digitally ahead of TV launch next week

30 Nov,2012

By A Correspondent


Star World is all set to air Packed to the Rafters for the first time in India. Packed to the Rafters’ is an Australian drama series which revolves around the story of the Rafter family, who are fighting different problems of life together.


To make the show more relatable to the audience, Star World got Karan Johar as the face of its campaign. The channel launched a six week on-air campaign with him. And the channel has unleashed robust print, digital, DTH, cinema, radio and OOH campaign given the launch next week.


In keeping with the growing importance of the digital platform, the channel will be hosting a Web Premiere across the Star World website ( and other social networking sites to give the viewers an experience of the show before it goes on air. Star World will be taking such initiatives up for key shows to create reach and buzz. The digital premiere will be held today (November 30) before its official launch on the channel on December 4.


Subsequently, each of the episodes of the show will be available to be streamed and viewed on the Star World web and WAP platforms after it telecast on air. A tie-up with Vodafone will ensure viewers can catch up on the key moments of the show at their convenience.


Commenting on the show, Rasika Tyagi, Senior VP, English Programming, Star India said, “From our Hindi and Regional GECs, one of the biggest learnings is that viewers seek life lessons from the daily soaps they watch. The issues faced by the Star World audience, the English speaking, urban Indian youth, is quite myriad and they don’t get to see shows which reflect their life on TV. Our audience will be able to resonate with the issues faced by the characters in Packed to the Rafters and emulate the way they resolve the conflicts.”


Commenting on the digital catch-up service, Rasika Tyagi said, “When we go for consumer home visits, we get a reality check on how content is being viewed by the youth today. They want to watch a show at their convenience – anywhere, at any time. So, we as content providers have to gear up to share our content across platforms, on internet or on mobile.”


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