STAR Pravah gets its first makeover

With new shows and colours, the channel is being refreshed for the first time in its six-year journey.

STAR Pravah, the Marathi general entertainment channel (GEC) from STAR India, has recently changed the colour of its logo and a new brand philosophy is in place. With the brand promise of 'Swapnanna Pankh Nave' (Dreams have new wings), the channel has launched three new shows, with two more launches scheduled for April. It is also equipped with better technology.

Prem Kamath, head, Channel V and STAR Pravah, says, "We need to keep reinventing and evolving the brand and content. The channel is now five years old and it was time to refresh it. The new shows are younger and appealing to a younger and more upscale audience. Ad-rates are directly proportional to market share and it is an on-going process to keep hiking ad-rates as per the numbers that we get and the property that we are selling."

The first show to be launched is Be Dune Daha, which is a light hearted take on two single parents coming together as a couple, in turn forming a huge family of 10. Produced by Dashami Creations, it is aired at 8.00 pm and replaces Swapnanchya Palikade, which is being shifted to the 6.30 pm slot, opening the extended prime time for the channel.

The other fiction show being launched is Lagori- Maitri Returns, which is produced by Endemol and is a refreshing look at a group of five girls re-building their friendship and their lives after marriage. Jayesh Patil, creative head, STAR Pravah, says, "We have experimented in terms of music and presentation." The show replaces Ambat God at 9 pm.

The third is a couple-chat show hosted by Supriya and Sachin Pilgaonkar, called The Supriya Sachin Show - Jodi Tujhi Majhi. The chat show with celebrity couples replaces the dance reality show, Maharashtracha Dancing Superstar at 9.30 pm. The Finale episode of the dance reality show was aired in January.

Patil further adds, "We are also making some fundamental changes in our fiction and non-fiction shows. Every show and character will now have a certain thought; let's call it a brand philosophy. It is strictly kept in mind as to whom we are targeting, and what kind of content we want to look at."

The channel has also made a few technical changes, including better equipment and graphic presentation. The logo colour is changed from blue and white to crystal and orange. Patil says, "We have been here since last five years and it is time to look at what the audience wants. We haven't launched any new show in the last six months and now that we have three shows in place, we thought we may as well revamp the channel and refresh it. We are even tweaking the existing shows to stand true to the brand philosophy."

The new shows and brand refresh hit the channel on Monday, February 3 and the promotions of the new shows started about 20 days earlier. The core for the outdoor campaign was Nagpur, Pune, Nashik and Mumbai. The core of the marketing plan is still television and a large part is played by the STAR Network. STAR Pravah has also bought spots on Marathi news channels.

Apart from this, new brand promise will also take shape in current offerings like Mansicha Chitrakar Toh, Madhuri Middle Class, Swapnanchya Palikade, Devyani, Durva, Pudcha Paul and Lakshya.