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Star Utsav puts off plans to go pay

MUMBAI: Taking a U-turn from its
earlier announced strategy, Star
India’s free-to-air (FTA) Hindi
general entertainment channel Star
Utsav has presently put off its plans
to turn pay.
Earlier in January 2015, the channel
had undergone a revamp with a new
logo. In July, it had issued a public
notice announcing its intention to
turn into a pay channel starting 16
However, the channel recently
renewed its contract with public
broadcaster Doordarshan’s free
direct-to-home (DTH) service DD
“The channel has not turned pay as of
yet. It is still an FTA channel and
there appears to be no immediate plan
to turn pay,” a source said.
Being an FTA GEC, Star Utsav gets a
huge reach in the rural and
terrestrial markets. Besides, Star
has two pay channels in the Hindi GEC
space – Star Plus and Life OK. Being
FTA, Star Utsav combats against Zee
Anmol, Rishtey and Sony Pal.
Earlier in January, Star Utsav had
changed its logo, packaging,
programming and scheduling, giving
itself a needed facelift. Prior to that,
Star India had elevated its vice
president Jyotsna Viriyala to the
position of business head of Star
Utsav after Pratik Seal’s exit from
the organisation.
Star Utsav currently telecasts re-
runs of shows from Star Plus and Life
OK and is one of the most-watched
channels on DD Freedish.
When BARC is going to report
viewership data of rural markets, FTA
channels will stand to benefit.

Star Utsav puts off plans to go pay

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