Encashing on its network popularity, the broadcaster is all set to become a one-stop shop for clients who wish to advertise in its different channels.
This means that the 400-plus advertisers on Star Network would no longer have innumerable sales team visiting them from different Star channels.
Instead, they would work with Star's account managers and channel managers through a simplified online process.
While the former will work with individual accounts across channels, the latter will concentrate on individual channels.
Sameer Nair, chief operating officer, Star India, said: "The Indian television industry till now has survived on a lot of unstructured media deals that are a source of inconvenience to the advertiser, media buyer and the broadcaster. We are hoping that this system will rationalise the media buying process."
Star India would now offer customised packages to clients for advertising within their network.
It has also announced a new advertising rate card that promises to be rational, transparent and more value for money for advertisers that will be effective from this week.
According to Nair, the purpose was to structure their ad rates across their eight channels and thereby monetise their offering.
For example, a 10 second commercial on its popular serial on Star Plus 'Kyunki Saas Bhi Kabhi Bahu Thi' would cost Rs 2,72,000 at 10.30 pm while a repeat telecast in the afternoons between 3 pm and 3.30 pm is pegged at Rs 38,000.
Similar rate cards have been worked out for Star's other offerings. However, special events such as telecast of an awards ceremony or a programme such as 'Kaun Banega Crorepati' will come with its usual special ad rates.
Star Officials state the ad rates reflect the growth in reach and channel share of the network over the years.
According to the latest National Readership Survey (NRS) figures, the cable and satellite homes in India has grown to 61 million over 43 million in 2003.
And a TAM data states that Star Network reaches at least 74 per cent of the C&S homes, which means if 63.4 million were watching Star channels in 2003, today the number is over 91 million.
Similarly, their highest rated television programme with a television rating point of 14 would have fetched around 7 million viewers and today with the same TRP, the number of viewers is over 10 million.
The channels included in this new advertising package include Star Plus, Star World, Channel V, Star Gold, Star Vijay, Star Utsav, Star One and Star Movies.
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