Growth Strategies Case Study

STAR India : Time for Consolidation?

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Abstract:
The case is set in 2004 and talks about STAR India, a constituent unit of STAR Group. STAR Group is a Hong Kong based satellite television unit of Rupert Murdoch’s News Corp. Started in 1991, STAR India became a leading television network in the country. It brought in many new and innovative programming and marketing concepts in the newly deregulated Indian television market. The business unit has been so successful that STAR Group’s primary focus for growth within Asia was shifted from China to India. The case talks about the cable and satellite television industry in India, and the key success factors for success in the industry. The case maps in detail how STAR went on to create and implement its successful operations in India. The case also talks about the steps being taken by STAR to increase its revenues and consolidate its leadership position in India.

Pedagogical Objectives:

• Structure and economics of satellite television industry in developing nations
• Designing and programming issues of television content
• Marketing television content
• What steps should STAR India take to retain its leadership position?
• Can STAR India replicate the success of its flagship channel, STAR Plus?

Keywords : STAR TV; Satellite television industry; Growth Strategies Case Study; Cable operators; TV industry; Cable operators; Programming; Content development; Revenue sources; Advertising revenue; Subscription revenue; Soaps; Movies; Carton Channels; Marketing television channels Zee TV; Sony TV

Contents : 
Cable and Satellite TV Growth in India
STAR India: Background
STAR India Channels
Content and Programming
Future Outlook
Satellite TV Value Chain
STAR’s Asian Footprint