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Maa TV rechristened as ‘Star Maa’

The channel has announced the launch of Meelo Evaru Koteeswarudu (MEK) on Monday, February 13 at 9.30 PM with Chiranjeevi as the host. Another non-fiction comedy show, Desamudurlu, will go on air starting Friday, February 17 at 9.30 PM

BestMediaInfo Bureau | Mumbai | February 13, 2017

(L-R)-Kevin-Vaz,-Chiranjeevi--and-Alok-Jain (L-R) Kevin Vaz, Chiranjeevi and Alok Jain

Maa TV, the Telugu GEC from Star India, announced its new brand positioning and refresh along with a new logo, brand tagline and channel theme track at a press event. The network has added ‘Star’ to the channel’s name, rechristening it as ‘Star Maa’.

In February 2015, Star India had announced the deal to acquire the broadcast business of Maa Television Network. The acquisition was expected to give Star India access to the Telugu TV market, which is reported to be the second largest regional market in India in terms of revenue potential and a market where Star had very limited presence till then.

Cinema actor Chiranjeevi unveiled the new logo and the brand tagline. The logo’s new identity is colored red with the intrinsically bold Maa written under it. The color red symbolises prosperity, optimism, celebration, desire, purity, passion, love and holiness. The logo reflects two very powerful brands and promises a strong collaboration.

The channel now also sports a new tagline - Ade Bandham … Sarikotta Uttejam (Same bonding … New inspiration) which is taken from the network’s latest brand positioning of ‘Rishta Vahi, Soch Nayi’.

Leveraging the brand refresh, Star Maa also announced the launch of Meelo Evaru Koteeswarudu (MEK) on Monday, February 13 at 9.30pm with Chiranjeevi as the host. Another non-fiction comedy show, Desamudurlu, will go on air starting Friday, February 17 at 9.30pm. These two shows will be an addition to the recently launched four primetime fiction shows, Koyilamma, Kumkuma Puvvu, Lakshmi Kalyanam and Malleswari. The channel boasts of Kumkuma Puvvu being the No 1 Telugu show nationally.

Star Maa has aggressive and forward-looking plans of growth and expansion. It has plans to consolidate its position in the Telugu market and achieve dominant thought, content and image leadership.

Kevin Vaz, CEO, South Region, Star India, said, “Star India’s acquisition of Maa was a testimony to Star 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 modernizing the entire packaging and quality of the channel through Star Maa brand refresh is a sign of our commitment to the Telugu people, globally,” added Vaz.

Alok Jain, Business Head, Maa, said, “Our aim is to make Star Maa more current and relevant to the viewers. We are crafting a philosophy that respects the spirit of the Telugu people across the globe. Our storytelling develops linkages with the dreams to create an entertainment brand that is consumed by the entire family. We educate, uplift and usher in new thinking. Every Telugu woman and man, who is optimistic and growth-oriented, yet rooted in home and state, is our key audience. Our aim is to be innovative, revolutionary and original in every aspect of our business and hopes to deliver best in this journey.”

He added, “The Star Maa Refresh is about inspiring people. At every level, we aim to be inspired storytellers who will influence and persuade the Telugu viewer to improve and enhance his dreams and aspirations. The thought behind the words “Ade Bandham… Sarikotta Uttejam” reverberates through programming and through every visual element of the channel.”

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