Star India CEO Peter Mukerjea said: Star One is contemporary and focussed on audiences that are comfortable with both, Hindi and English. Due to its upscale nature it will be suited for advertisers looking to sell top-end products like plasma TVs or double door refridgerators. The channel will also relate to 2nd and 3rd generation NRIs and will compliment our existing bouquet of channels, including Star Plus and Star Utsav.
COO Sameer Nair added: The content of Star One is aspirational, upscale and has programming that connects with a generation that works hard and plays hard and is also very Indian at heart. But even as the channel, which is very attractive and jazzy, claims to be Indian at heart, it does have a high dose of westernised culture and values, as is evident from the snippets shared with the press. Mr Mukerjea added that the content of the new channel is 100% Indian and comes from many new and young producers.
Some of the programmes to be aired on the channel include Remix, Sarabhai vs Sarabhai, Instant Khichdi, Dil Kya Chahta Hain, Siddhant, Hotel Kingston, Guns & Roses, Body & Soul, Family Business, He Man and Bluff Master.
Star One, a pay channel, will be available across all markets and cost Rs 10 per month.