Star World, the English entertainment channel (from the Star Network) offering comedies, talk shows, and drama is all set to start afresh by designing new programming strategies for the channel. The channel has created two blocks – Monday-Thursday and Friday-Sunday – which would include shows in their latest seasons and many new shows as well.

In order to communicate the message to its viewers, the channel has opted to go online. Sources confirm that approx. 40% of the marketing budget has been allocated to digital media (which would include social networking and creating applications for the same). The channel would also use cross-channel support of the Star TV network to communicate the programming strategy to audiences of similar tastes.

Star World officials added, “Star World aims to change the way English entertainment is consumed in the country. In fact, the Indian television viewing habits are very different from those in the US and hence, this need gap has to be filled.”

Keertan Adyanthaya, Executive VP and GM, Star Movies and Star World, added here, “Today, the Indian audience is exposed to a lot many entertainment, the challenge, however, remains in the fragmentation of channels, wherein all kinds of media wants to draw eyeballs, hence we are equipping ourselves to market ourselves and reach out to a wider audience.”