Scatmag.com

September 2017

LIFE OK BECOMES STAR BHARAT



Star India has rebranded its second rung Hindi GEC Life OK as Star Bharat.


PAY TO FTA

Life OK was available as 2 channels - HD and Standard definition(SD). Both were pay channels.

On 28 August, Star completely abandoned its second rung Hindi GEC pay channel - Life OK & replaces it with FTA Channel - Star Bharat, catering to a completely new target audience.

Star Bharat is available only in SD & targets the rural Hindi-speaking market (HSM). Life OK in HD has been scrapped. The channel has had a chequered past.

The channel was first launched as a comedy channel - Star One. That did not work, and Star rebranded it Life OK in 2011, positioning it as a second rung Hindi GEC pay channel, below Star Plus. That too does not seem to have yielded adequate results, and the channel has repositioned for Hindi rural audiences & made FTA.


Star Bharat Is FTA & Caters To Rural Hindi Audiences







CONTENT

All the shows on Life OK will be discontinued except for 'Savdhaan India'.

Star Bharat will carry completely fresh programming, and not recycled old content, as is typically the case for all FTA channels by the 3 major broadcasters.


CARRIAGE

Recently, Star India paid the highest price at a FreeDish auction to secure 2 slots on Doordarshan's FreeDish DTH platform.

One of these slots was utilised to launch Star Bharat on 28 August.

The other slot was used to launch Star Sports First - a FTA sports channel, for rural India.



STAR'S FTA CHANNELS

With FreeDish's huge FTA viewership, Star has shifted its focus to FTA channels, and earning revenues via advertisements to a large viewer base, rather than restricted viewership for pay channels, and extracting a mix of subscription and ad based revenues.

Star India currently has 2 Hindi language FTA channels.

Star Utsav is a Hindi GEC FTA channel, carrying reruns of Star Plus content.

Star Utsav Movies is a FTA Hindi movie channel.

Star Sports First is a FTA sports channel, for rural India.

We may see more FTA channel, if the TRAI's new tariff order is accepted by the courts. n