Star World bringing Australia's hit TV series 'Packed to the Rafters'

The show is targeted at the youth and will also be available for viewing on Internet and mobile platforms

BestMediaInfo Bureau | Mumbai | November 28, 2012

Star World is all set to air Australian TV series 'Packed to the Rafters' for the first time in India. 'Packed to the Rafters' is a highly acclaimed Australian drama series which revolves around the story of the Rafter family, which is fighting different problems of life together. The show will launch on December 4, 2012, Monday to Friday, at 9 PM.

Rasika Tyagi, Senior VP, English Programming, Star India, said, “From our Hindi and regional GECs, one of the biggest learnings is that viewers seek life lessons from the daily soaps they watch. The issues faced by Star World's audience, the English-speaking, urban Indian youth, is quite myriad and they don't get to see shows that reflect their life on TV. Our audience will be able to resonate with the issues faced by the characters in Packed to the Rafters and emulate the way they resolve the conflicts.”

To make the show more relatable to the audience, Star World has chosen Karan Johar as the face of campaign. Johar is known for making films based on problems faced by urban Indian families. Indian youth connect with his films as he depicts the Indian values of respect and loving the family in a modern context.

The channel has launched a six-week on-air campaign with Johar. Closer to the launch of the show, there will a robust print, digital, DTH, cinema, radio and OOH campaign across the target markets.

In keeping with the growing importance of the digital platform, the channel will be hosting a web premiere across the Star World website (www.starworld.in/PTTR) and other social networking sites to give the Indian viewers an experience of the show before it goes on air. Star World will be taking up such initiatives for key shows to create reach and buzz. The digital premiere will be held on November 30, 2012 before its official launch on the channel.

Subsequently, each of the episodes of the show will be available for streaming and viewing on the Star World web and WAP platforms after it is telecast. The channel has also associated with Vodafone to ensure that viewers can catch up on the key moments of the show at their convenience, anywhere, any time.

Commenting on the digital catch-up service, Tyagi said, “When we go for consumer home visits, we get a reality check on how content is being viewed by the youth today. They want to watch a show at their convenience – anywhere, at any time. So, we as content providers have to gear up to share our content across platforms, on Internet or on mobile.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com