Business Case Studies, Positioning, Repositioning, Reverse Positioning Strategies Case Study, STAR (Satellite Television Asia Region), Cable television business in India

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Positioning, Repositioning, Reverse Positioning Strategies Case Study

Case Title:

STAR TV in India: The Growth Strategies

Publication Year : 2004

Authors: Gopal Jha, Sumit Kumar Chaudhuri

Industry: Entertainment


Case Code: POS0003

Teaching Note: Available

Structured Assignment: Available

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From its nearly obscure status in India in 1991, STAR (Satellite Television Asia Region) TV has reached a dominant position, reaching 90% of the 40 million Indian homes having cable and satellite connections by 2004. With a sizeable portfolio of news, entertainment and sports channels, both in English and Hindi, it secured a 62% share in viewership and a 50% share of the total advertising revenues of the Indian television market.

Pedagogical Objectives:

  • To discuss the growth strategies of STAR TV that has made it the leader in the highly competitive television market in India.

Keywords : News Corporation; Cable television business in India; STAR (Satellite Television Asia Region) TVs advertising revenues in India; STAR TV's viewership share in India; STAR TV's initial years in India; Growth Strategies Case Study; STAR channels in India; MTV (Music Television) India; Channel [V]; STAR's growth plans in India; Media competition in India; Direct-to-home (DTH) satellite television distribution system; STAR TV's market share in India


  • The Initial Years in India
  • Plans for a Continued Growth
  • Challenges Ahead

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