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Star India outlines aggressive plans for Telugu market, Maa TV becomes Star Maa
MUMBAI: Almost two years after acquiring the broadcast business of Maa TV Network, Star India has changed the brand position of the flagship Telugu general entertainment channel.
Maa TV has become Star Maa as part of the move to refresh the brand and introduce a new logo, brand tagline and channel pneumonic theme track.
The programming is also given a big push as Star India seeks to consolidate its position in the Telugu market.
Leveraging the brand refresh, Star Maa will launch ‘Melo Evaru Koteswarulu’ (MEK) on 13 February at 9.30 pm with megastar Chiranjeevi as the host.
Another non-fiction comedy show, ‘Desamudurlu’, will debut on Friday, 17 February at 9.30 pm.. These two shows will add to the recently launched four prime time fiction shows — ‘Koyilamma’, ‘Kumkuma Puvvu’, ‘Lakshmi Kalyanam’ and ‘Malleswari’. ‘Kumkuma Puvvu’ is currently the No. 1 Telugu show nationally, Star said.
Megastar Chiranjeevi unveiled the new logo and the brand tagline. Star Maa’s main leads also came onstage dressed in their fiction show characters to jointly announce the new tagline of the channel – “Ade Bandham … Sarikotta Uttejam” (Same bonding … New inspiration).
The logo’s new identity is gorgeously red with the intrinsically bold Maa written under it. The colour red symbolises prosperity, optimism, celebration, desire, purity, passion, love and holiness. The logo reflects two very powerful brands and promises a strong collaboration.
Said Star India CEO for South Region Kevin Vaz, “Star India’s acquisition of Maa was a testimony to our wanting to build and grow in this market. With the brilliant synergy of the strengths of Maa and Star, we believe we have come a fair distance in the last few months but we are now poised to take a leap.
“Keeping tune with changing aspirations and expectations of audiences is the key to long-term success. Programming innovation, content variety and modernising the entire packaging and quality of the channel through Star Maa brand refresh is a sign of our commitment to the Telugu people, globally,” he added.
Added Chiranjeevi, “I have been a part of Maa TV from its inception and this channel has been known to have vibrant, innovative, pleasant and interactive programming. The channel has been close to your hearts and you have respected and nurtured this emotional connection. With this refresh of the channel’s ID, logo and signature tune as well as a power-packed line up of new shows, I can only see Star Maa continuing to climb the charts of success.”
Star had acquired the entire broadcast business of Maa Television Network for approximately $346 million in cash, including payments towards non-compete agreements.