Star India has announced that it has successfully completed the integration of the broadcast business of Maa Television Network. According to the Group, with this development, it is now better positioned to offer a distinctly-enhanced content bouquet to audiences across the Southern markets of India in general, and Telugu speaking viewers in particular.
With the Ministry of Information & Broadcasting (MIB) having granted these licenses to Star India, the broadcast business of Maa TV will now be integrated with the business of Star India. The acquisition of Maa TV will open up significant opportunities for Star India in content innovation in the Telugu television market, the second largest regional market in India in terms of revenue potential.
Shankar says that the acquisition fills a critical gap in Star India's portfolio. "It will allow our advertisers targeted access to the large Telugu speaking population. We plan to invest further in this important market to fundamentally change the content quality paradigm. I am confident that team Maa under the leadership of K Madhavan, will transform the content experience for Telugu viewers," adds Shankar.
The Maa TV Network is a cluster of four channels, namely Maa, Maa Music, Maa Movies and Maa Gold. An official statement says that several strategic initiatives in the last few years, has helped Maa TV 'redefine the Telugu General Entertainment Channel (GEC) space.' According to the statement, Maa Television Network is one of the leading broadcast networks in the Telugu language market, and enjoys a strong growth trajectory driven by fiction and movie content.
Star India's entry into the regional market brought with it content across different categories which included kabaddi and the Indian Super League in sports, progressive drama in the form of Nayi Soch and the socially relevant Satyamev Jayate. With the expansion into the Telugu market, Star plans to continue its tradition of innovation in content, and build on the strong track record established by the team at Maa Television Network."