Saurabh Yagnik: English entertainment needs to tap the elite group in Indian society effectively

By afaqs! news bureau , afaqs!, New Delhi and Mumbai | In Media | February 10, 2011

The English entertainment genre has witnessed healthy growth last year and is certainly poised for further growth. The category has enlarged with new players entering the market.

There is a huge, untapped potential in the English entertainment space amongst the elite group in Indian society. There have been humungous changes in lifestyle.

The potential is waiting to explode, both in terms of viewership and ad revenue. New luxury brands are coming into this country and they want a platform. We are here to tap these new players, while adding value to our existing advertisers

We are really looking forward to innovations in the coming year. We will be bringing in the blockbuster Avatar on Star Movies. We are planning something very big for the Oscars. We intend to make our international events even larger. For our regular English shows, we are planning to launch 360-degree campaigns, which will include promotions by the international actors who feature in these shows.

For Star World, there is an exciting line up of shows for the next year. We shall be experimenting with some new formats too. After the huge success of MasterChef Australia in India, we will be showcasing.

The Bachelor and Bachelorette among a lineup of some other really popular titles. Star World will continue to entertain and consolidate its leadership in the next year too. Yes, there will be competition but we consider competition to be healthy for growth. STAR Movies, meanwhile, will aim to maintain its leadership the next year too.

However, from the macro-economic point of view, a high level of instability in the global economy and the rising inflation may have a negative effect on the AdEx. This is something I am worried about in the coming year.

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