Reaffirming the importance of India as a prominent global market, Star World has decided to launch its international series ‘Missing’ in India on March 11, 2012, four days ahead of its global premiere.
Saurabh Yagnik, General Manager and Senior VP, English Channels, STAR India Pvt Ltd, spoke exclusively to exchange4media. On the choice of India for the world premiere, he explained, “India is a very large market with a large English-speaking population. Our viewers are very well aware of the new shows that launch internationally.” He added that from the studio perspective also, India was considered a very important market for the consumption of Hollywood content. “Given the importance of the Indian Sub-continent and Star World’s credentials as the leading destination for Hollywood entertainment content in this country, for the very first time in the history of the world, we are premiering such a big show in India four days before its US airing,” he further said, adding, “Our main target is to communicate this message to the TG in the 15-35 age group in SEC A plus.”
Being very innovative and path-breaking, he was confident that this move would resonate very well with the audiences. ‘Missing’ is one of the biggest shows from the ABC Network with actor Ashley Judd as the main protagonist. The show is about her search for her missing son across many cities and the mystery deepens as one moves along through the various episodes of the show.
What was the leverage they were expecting to gain by launching the show in India first? Yagnik replied, “The audience today is very aware and wants to watch American shows at the same time that they air in the US. This is the feedback and understanding we get from our core viewers. Therefore, the fact that we are launching the show four days before its US airing is something that has never been done before by anyone in the category.” He emphasised, “For the viewer to be able to say that I am watching the show four days before its US launch is, according to me, a very exclusive privilege that has not been seen or heard before. It is bound to boost the perception of Star World as a channel, the property and what Star World stands for – fresh shows from Hollywood.”
Being “a market leader in the English entertainment category”, he felt that it was only right for the channel to lead the way. On their leadership position, he said, “We are on a path to set trends and change the way television content is consumed in India. It’s a way of saying thank you and to reward our viewers for their passion for the brand and to achieve what we set ourselves for, that is, as truly being a destination for the latest and the best of international shows.”
Star World is leaving no stone unturned to promote the show. The promos will begin airing from February 7. Yagnik said, “For ‘Missing’, we have adopted an overall 360 degree marketing campaign and will be promoting the show in a big way on digital, in association with the biggest online portal. Our focus is more so on this space because our core TG are ample users of the Internet. Our channel partners that will announce the world television premiere are Star Movies, Fox Traveler, NGC and Channel [v].” He added, “We will also be targeting print for widespread reach and to spread awareness about the show.”
For those curious about the show, ‘Missing’ is a global espionage series with a riveting plot. It is about a mother’s search for her missing son. A surprising series of events reveals Ashley Judd as a lethal ex-CIA agent and her past comes to haunt her while she is in the midst of the search for her missing son. The show has been shot at exotic locations. Yagnik ensured, “The various twists and turns in the plot are sure to keep the viewers enthralled.”
Without revealing the advertisers that are associating with the show, Yagnik said, “We have always partnered with the biggest and the most premium brands for all our shows and properties and the same will reflect in who will be our advertisers for this show.”