Head of STAR UK Marketing

India's top Asian network STAR will be celebrating four years of presence in the UK this week. Its two channels STAR Plus and STAR News have proved an instant hit with viewers considering the immense competition in the UK market. The channels became free-to-view last year and strengthened its relationship with BSkyB to become the first Asian channels to join its Sky Family Pack. I caught up with Suruchi Sthalekar at STAR UK to get the lowdown on what has been a rollercoaster ride for the STAR channels since their arrival here.

The STAR network has been in the UK for four years now, how has the response been from the public over these past few months?

It will be four years this week, and it’s been an overwhelmingly positive experience. The market, consumers and advertisers expected STAR to enter the market for so long, and when it happened it caused a real stir. Over the years, we have created a very personal relationship with our viewers, so much so, that we feel part of their family. I would to take this opportunity to thank our loyal viewers for their support, their ideas and their opinions!

What do you think makes STAR standout from the numerous Asian channels cluttering the UK market at the moment?

Our programming content is second to none. In four years STAR has changed the face of Asian Television in the UK. We have delivered some innovative concepts - competitions linked to programming such as the Kaun Banega Crorepati (KBC) UK Special where 10 prize-draw winners won the chance to appear on KBC in Mumbai and win a crore. As well as in UK Local programming including ‘Ticket To Stardom’, where we ran a nationwide talent search to find a VJ for Channel [V], the prize being a 12 month paid TV contract in Mumbai.

What do you think it is that has made STAR retain its position at the top in India for such a long time?

It’s our dedication to programming content, and television is all about the strength of your content! Last July, 50 out of the top 50 shows in India were all on STAR, and consistently week on week, month on month, STAR Plus has stayed in the number one slot. STAR has become a brand that people have come to trust, and we work hard to deliver on that promise everyday.

Its been nearly a year since STAR became a free-to-view service on the Sky platform, has the response been what you intended it to be?

Being part of the Sky Family pack puts us in a unique position, in that we are available to more than 7 million pay households - but we don’t lose out on revenue. It’s great for the viewer too, as they can get even more choice and greater value, with over 100 channels in the Sky Family Pack.

What was the reason behind STAR’s switch to free-to-view viewing?

Sky recognised the need to cater to a growing Asian audience, and STAR recognised this as an opportunity to grow our market share to become the UK’s number one South Asian network, and of course viewers and advertisers benefit from this greatly, by having one single vehicle to reach the largest Asian TV audience.

Main Hoon Naa was a big movie scoop for STAR, any other big movie blockbusters lined up?

Yes. We have just shown Kaante, and have some more new movies coming up, and Shah rukh himself will be on the first episode of Koffee With Karan.

Koffee With Karan is STAR’s huge celebrity chat show but when is it launching?

Yes, it is big and its launches on Sunday 13th February– each show will be a blockbuster with the A-list stars he has lined-up. Karan’s approach to interviewing is something fresh and fun to watch.

ZEE and Sony will be launching new channels this year, will you be following in anyway?

We have just launched STAR One in India and the USA, along with STAR Plus, STAR Vijay and STAR News. STAR One is a young and urban channel, with its own style and is very different to what you might see on other channels.

What plans has STAR got for this year?

To have another successful year.

Interviewed conducted by Raj Baddhan for Biz Asia.