STAR World

World Screen Weekly, December 4, 2008

CHANNEL: STAR World

COUNTRIES: STAR World is available in Asia and the Middle East, in markets including Hong Kong, India, Malaysia, Pakistan, the Philippines, Singapore and Taiwan.

LAUNCH DATE: April 1997

OWNERSHIP: STAR Group

DISTRIBUTION: 29 million homes, as of August 2008

DESCRIPTION: STAR World has positioned itself as a destination for top-rated English-language programming across a variety of genres, including action and drama series, comedies, talk shows, children’s programming and live international events.

SENIOR MANAGEMENT:
President, Entertainment: Todd Lituchy
VP, Programming: Jennifer Batty
Senior VP, Advertising Sales: Jonathan Ellis

PROGRAMMING STRATEGY: Last month, STAR World kicked off a re-branding campaign that included a new logo, on-air graphics and promo spots, as well as two high-profile launches: The CW’s new 90210, from CBS Paramount International Television, and season three of Heroes, from NBC Universal International Television Distribution. In a region where U.S. shows generally launch a year or more after the U.S. rollout, STAR World is creating a niche for itself as the premier destination for hit English-language programming. “Whether it’s our hit game shows Are You Smarter Than a 5th Grader? and The Moment of Truth, the Emmy-winning sitcoms 30 Rock and Two and a Half Men, action-packed series Prison Break and Bones, or the female-centric dramas Ugly Betty and Grey’s Anatomy, STAR World strives to offer the strongest lineup in prime time,” says Jennifer Batty, the pan-regional channel’s VP of programming.

According to Batty, the channel’s biggest hits have included Heroes and FremantleMedia Enterprises’ American Idol. “Prior to this year’s finale, STAR World aired the entire season in an exclusive, back-to-back weekend marathon,” Batty notes. “The Idol-fest stunt was such a huge success that it reached record ratings and made STAR World the number one English-language cable channel in Singapore over the three-day period.”

Shows like Idol and Heroes are centerpieces of STAR World’s prime-time schedule, but the channel also places heavy emphasis on its daytime and access-prime schedules. “Leading into prime time, we offer a wide selection of fan favorites such as Friends and The Simpsons,” Batty explains. “In addition,our weekday afternoons are anchored bythe upbeat The Ellen DeGeneres Show, which is building a strong, devoted viewership.”

The STAR World schedule does differ somewhat in markets across the region, with four distinct feeds servicing India and Pakistan, Southeast Asia and Greater China, the Philippines, and the Middle East. “Depending on the feed, our prime-time lineup is arranged as either a theme-night block or generic strips of comedy, female-skewed content, reality shows and action,” Batty says. The channel, she notes, “caters to the different needs of our viewers across Asia and the Middle East, offering different schedules to fit different cultures and interests.”

Those individual feeds have been key to attracting advertisers, Batty adds. “In the advertising-driven market of the Philippines, a local feed of STAR World has been created so that advertisers can sponsor our programming and air commercial spots that target local audiences.”

WHAT’S NEW: Batty is currently on the lookout for “strong family dramas that can play alongside studio content. Our acquisitions must have high production values, feature gripping plots and, of course, charismatic stars.”

Increasingly, the channel is also seeking out exclusive, first-window fare from distributors. “As the market in Asia advances�we need to ensure the best value for our subscribers and exclusive, first-run content is a great way to do this,” Batty notes. STAR World was the first broadcaster outside of the U.S. to launch the late-night ABC series Jimmy Kimmel Live! “We’re looking forward to seeing it build a loyal fan base,” she says.

Other recent pickups include USA Network’s critically acclaimed crime series In Plain Sight and ABC’s Emmy-nominated sitcom Samantha Who?

WEBSITE: www.startv.com/world/

—By Mansha Daswani