Star Tv India Global Marketing Plan

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- EXECUTIVE SUMMARY

- COMPANY & INDUSTRY

STAR TV INDIA (Satellite Television Asian Region) is an Asian Television service owned by 21st Century Fox, under the News Corporation umbrella. The company is headquartered in Mumbai, Maharashtra. News Corporation restructured STAR TV INDIA Asia into three distinct units—STAR TV India, STAR TV Greater China and Fox International Channels Asia. STAR TV India is constructed on the theory of media globalization; which assumes people across nations, languages and cultures will watch the same programs. The venture started by broadcasting popular American shows to the Asian audience, with no real effort to translate or adapt to the targeted viewers. Because the plan was not successful, STAR TV India began to invest in local branches to create local shows.

- PRODUCTS & SERVICES

STAR TV India manages a portfolio to include 48 channels in eight languages. STAR TV India

also oversees News Corporation’s interests in seven ventures that include, DTH operator Tata SKY, cable system Hathway, channel distributor Media Pro Enterprise, South Indian broadcast business of STAR TV Vijay, the film producer and distributor Fox STAR TV India Studios and STAR TV India CJ Alive Home Shopping. STAR TV India has made the transition to High Definition April 15 2011 as they launched STAR TV Plus HD, STAR TV Movies HD, STAR TV HD, STAR TV Gold HD, and National Geographic Channel India HD. Through these entities, STAR TV India provides local programming for more than 400 million viewers weekly across India, the Middle East and the U.S.

- MARKET ANALYSIS

STAR TV India’s footprint reaches 38 nations from Tokyo to Tel Aviv, from Mongolia to Malaysia, and all of China and India. STAR TV India estimates that they can reach 45 million people who have the necessary equipment (Shenon, 1993). Using STAR TV India as a rebroadcasting vehicle for the programming Fox and SKY produced that will attract young, affluent audiences that major advertisers covet. Satellite television is creating a popular culture revolution across Asia. To include India, Asia houses some of the world’s fastest-growing economies, a target-rich sector that STAR TV India had a near-monopoly of. STAR TV India generates 20,000 hours of content each year. It reaches 9 out of 10 TV homes in India (UNK, startv.com, 2016). Broadcasting 40+ channels in eight different languages. The network’s entertainment channel portfolio includes: STAR TV Gold, Channel V, STAR TV World, STAR TV Movies, STAR TV Utsav, Life OK, Movies OK and STAR TV Plus, which is India’s number one General Entertainment Channel. The network is a leading presence in regional broadcasting, though bouquets of affiliate channels. It is also present in the Indian movie production and distribution space through Fox STAR TV Studios, which is an affiliate joint venture company. By leveraging the network’s strength in superior content and audience engagement, STAR TV India is transforming India’s sport landscape. It is far and away, the leading sports network in the country (UNK, startv.com, 2016). Sixty-five percent of the networks sales come from the electronics segment, the household segment holds the second position in sales. The company will continue to take advantage of the affiliate/joint partner associations it has forged across the region to advance their edge over competition.

- MANAGEMENT

STAR TV India’s management maintains a strong connection to the Indian subcontinent. The Chief Executive Officer is Uday Shankar and Sanjay Gupta is the Chief Operating Officer. STAR TV India is a subsidiary of 21st Century Fox. It was founded August 1, 1991 as STAR TV India. It was founded by Rupert Murdoch and is categorized as a mass media company. In 2008, News Corporation announced expansion plans for STAR TV India that included £50.8m to begin broadcasting on six regional television channels. These plans underscore the company’s commitment to one of the world’s fastest-growing media markets. Leading News Corp is James Murdoch as CEO. He applies an M.B.A.-style management. Because he cares deeply about how News Corp is perceived, he focuses on the company’s image. The Murdoch family retains 38 percent of News Corp’s voting stock.

Key Executives For STAR TV INDIA India Private Limited

Mr. Uday Shankar

Chief Executive Officer

Age: 54

Mr. Sanjay Jain

Chief Financial Officer

Mr. Sanjay Gupta

Chief Operating Officer

Ms. Sonali Thakker

Executive Vice President of Organizational Development and Talent Management

Mr. J. C. Giri

Executive Vice President and General Manager

- COMPANY SUMMARY

- Legal Entity & Ownership

News Corp purchased a 63.6% stake in STAR TV India in 1991. It was the most significant investment by a westerner in a Pacific Rim entertainment business. The company continues to use cross-promotional opportunities to highlight and drive business. News Corp currently owns 100% of the issued stock of STAR TV India. The stock is not listed on the NSE or the BSE. After beginning with limited competition, STAR TV India does face a future warding off deep-pocketed competitors.

- Key Assets

With 40+ channels in eight languages, STAR TV India is the leading entertainment company in the region. Their holdings include the following:

- STAR TV India currently provides the following channels.

Channel

Details

STAR TV Plus

Hindi general entertainment channel (the first channel of STAR TV Network in India ) from STAR TV India which was launched on 21 February 1992 as STAR TV and 17 April 1996 as STAR TV Plus

STAR TV Gold

Hindi movie channel

STAR TV Movies