Star Bharat: Insights from respondent-level data

Preeti Mascarenhas, Ravishankar Iyer, Vinita Shrivastav, Anita Kotwani

Star Bharat, a Hindi General Entertainment Channel in India, launched with the aim of becoming the leading channel in its category, targeting 538 million TV viewers.

Campaign details

Brand: Star BharatBrand owner: Star India Pvt. Ltd.Lead agency: MindshareCountry: IndiaIndustries: TV channels, services, programmes

Executive summary

Star Bharat launched with a complete differentiator in the category and was the first TV channel to be launched in the pay and free-to-air channel space targeting a larger chunk of TV viewers across urban and rural markets.

We used respondent level data to understand the TV viewing behaviour of the Hindi General Entertainment Category (HGEC) audience to help Star Bharat understand the competitive space and potential areas for growth.

The analysis...

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