Star TV in India: The Growth Strategies

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Compact case

Case

Reference no. 304-578-1

Subject category: Strategy and General Management

Authors: Sumit Kumar Chaudhuri (IBS Case Development Center); Gopal Jha (IBS Case Development Center)

Published by: IBS Case Development Center

Published in: 2004

Length: 4 pages

Data source: Published sources

Topics: 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; 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

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Abstract

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 in India having cable and satellite connections. 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. This case study highlights the growth strategies of STAR TV that has made it the leader in the highly competitive television market in India. A structured assignment ''304-578-4'' is available to accompany this case.

Location:

India

Industry:

Media

Other setting(s):

2004