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Case Studies and Management Resources
Asia's Most Popular Collection of Management Case Studies |
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STAR TV channels included Star Chinese Channel, Phoenix Chinese Channel, Star Plus, Star World, Channel [V], ESPN, Star Sports, Star Movies, Star GOLD, Phoenix Movies, VIVA Cinema and Star News, in addition to distributed channels Fox News, Sky News and National Geographic Channel. In July 1993, News Corp acquired 63.6% stake in Star, and a further 36.4% stake in February 1995. In January 1994, News Corp entered into a strategic alliance with Zee and bought a 49.9% stake in ATL. This alliance agreement limited Hindi programs on STAR to a maximum of 50% of its total program time. Similarly, Zee was to limit its English programs to 50% in its channels. In 1999, Zee bought News Corp's stake in ATL, Siticable and Program Asia Trading Co. (Patco) for a consideration of Rs 1.26 billion, making the three companies wholly owned subsidiaries of ZTL. In February 2001, STAR TV was re-christened to STAR.
The Star Offensive - KBCWhen Star Plus was launched, it offered drama, comedy, talk shows, documentaries and mystery movies solely in English. However, the channel failed to become as popular as the channels offering programs in Hindi. Star realized that it was handicapped by its image of being a foreign channel catering only to the cosmopolitan English speaking population. |
Though initially the move was criticized, Star Plus' smart and consumer oriented programming (a mix of soaps and Bollywood based programs) won over the viewers. Soon, Star Plus and Zee TV emerged as the hottest contenders for the Indian satellite television market leadership. Rivalry between the two channels on the TRP and ad revenue fronts became a routine feature in the media. Zee TV's programs consistently fared well in the TRP ratings war. According to Indian Market Research Bureau (IMRB) Peoplemeter ratings, in August 1998, even Star's popular programs such as The News, Tu Tu Main Main and Saans had taken a beating from Zee's top 10 programs like Amanat and Hum Paanch.
Case Code : BSTR004
Themes: ---
Case Length : 9 Pages
Period : 1991-2001
Organization : Zee TV, Star TV
Pub Date : 2001
Teaching Note : Available
Countries : India
Industry : Media and Entertainment
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