STAR Localizes U.S. Channel

LOS ANGELES: STAR India Plus, STAR India’s North American channel, is adding two shows to its schedule catered specifically to U.S. audiences: ICC Cricket World and Asian Variety Show.

ICC Cricket World, produced by Sportsband in conjunction with the International Cricket Council, launches January 16 and will showcase the best of cricket each week. Asian Variety Show rolls out February 7, featuring the latest updates from Bollywood as well as Indian events in the U.S.

“Localizing STAR India Plus allows us the opportunity to take the next step in the natural evolution of our business," said David Wisnia, STAR’s senior VP of distribution, sales and marketing and head of STAR’s North American and European offices. "We are constantly in touch with our viewers and advertisers and as much as they are all excited about the current (Yeh Rishta, Bidaai) and new programming (Maha Music Muqabla, Pratigya) on our channel, there have been requests for more Bollywood news and cricket related shows. AVS and ICC provide exactly that and are a welcome addition to our already exciting lineup of reality shows, dramas and Bollywood blockbusters."

State Farm has signed on as a sponsor for the two shows.