STAR - Teething Troubles in India



Case Code : CLSM041
Publication date : 2005
Subject : Services Marketing
Industry : Media and entertainment
Length : 04 Pages
Price : Rs. 100

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Key words:

STAR TV, ZEE, Broadcasting, Television, Uplink, Satellite, Channel, Program, Culture


1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.


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This caselet discusses the challenges faced by STAR when it started its Indian operations by way of government regulations. The inability of STAR to align its programs with Indian culture is discussed. Finally, the caselet takes a look at STAR's strategies to overcome these hurdles to become a leading player in the television broadcasting market.


   Impact of regulatory environment on foreign companies in television broadcasting.
   Compliance responsibility of foreign television broadcasting companies.
   Effect of cultural diversity in global operations.


Satellite Television Asian Region (STAR), formerly known as Star TV, is a wholly owned subsidiary of News Corporation. STAR pioneered satellite television in Asia in 1991, with the launch of five television channels.

By 2004, STAR had 50 services in seven languages and offered a comprehensive choice of entertainment, sports, movies, music, news, and documentaries to about 53 countries in Asia. STAR launched its services in India in 1991 when India opened up its satellite television sector to private operators.

In 2004, STAR dropped "TV" from its name, as it became a multiplatform brand from a multi-television brand with services in distribution, radio, and others...

Questions for Discussion:

1. Government laws pose a threat to foreign companies in establishing and maintaining operations. Comment in the light of the STAR experience.

2. The success of any television channel lies in customizing and overcoming cultural barriers. How has this helped in STAR's journey to become a popular channel in India?