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Star says OK to new movie channel
By Patrick Frater
Thu, 03 May 2012, 09:05 AM (HKT)
News Corp's STAR TV group is to launch a second Hindi-language film channel in India from this weekend (6 May 2012).
The new channel, Movies OK is targeted as a family-oriented channel and is the second network to drop the Star brand in favour of OK. Star will continue to operate STAR Gold.
"The clear cut differentiation will be the way one treat's content and Movies Ok will be packaged differently from Star Gold. We have a library of over 1,000 movies. A typical operator of a movie channel needs at least 250 movies to run it," said Hemal Jhaveri, GM of STAR Gold, who moves over to head the new channel. "Specialisation is the way forward for the Hindi movie channels."
The sector is very competitive as India has some 15 movie channels, but their combined share of the market continues to creep upwards.