Rupert Murdoch-owned Star TV is trying hard to attract UK subscribers with a South Asian background. Over a year ago, Star secured slots for Star News and the entertainment channel Star Plus in Sky Digital’s family package, taken by the bulk of the broadcaster’s 7.6 million subscribers. Of these, more than 350,000 are South Asian - but despite this advantage, competition for these households is tough and looks likely to get even harder.
Zee TV - Star TV’s major rival in the UK and India - already broadcasts Zee TV, Zee Cinema, Zee Music and Alpha Punjabi. Last year, it launched the Alpha Gujarati channel and the international channel South Asia Network. Another broadcaster, Vectone, added Vectone World to its existing channels Vectone Tamil, Vectone Urdu, Vectone Bangla and Vectone Bolly at the beginning of this year.
Meanwhile ZMTV, a sales house that oversees Sony Entertainment Television Asia, B4U Music and other ethnic interest channels such as Phoenix Chinese News and Entertainment (PCNE), has signed up Channel S, aimed at Sylheti-speaking Bangladeshis in the UK.
In addition, Star has expanded its portfolio of channels in the UK, introducing the movie channel Star Gold and the entertainment channel Star One, launched in India last year, which targets young urban viewers. Both provide content that appeals to second- and third-generation British Asians.
Star, which moved into profit in 2003, is available in more than 53 countries, has more than 50 television services and claims to reach 300 million viewers a week. Three years ago it was one of the first non-state controlled broadcasters to be given limited broadcasting rights in China.
Source: Marketing Week
0 Responses to “UK media compete for South Asian households”
Leave a Reply