Meelo Evaru Koteeswarudu (MEK) and Brand New Fiction Shows Aim to Attract Aspirational Telugu Audience

12th February, 2017, Hyderabad, India: MAA TV, a Star India portfolio channel, announced its new Brand position and Refresh along with a dynamic new logo, brand tagline and channel pneumonic theme track at a huge media conference today.

Megastar Chiranjeevi, the Chief Guest, unveiled the new logo and the brand tagline. Maa TV now becomes Star Maa. The logo’s new identity is gorgeously red with the intrinsically bold Maa written under it. The color red symbolizes prosperity, optimism, celebration, desire, purity, passion, love and holiness. The logo reflects two very powerful brands and promises a strong collaboration.

Another highlight was when Star Maa’s main leads came onstage dressed in their fiction show characters along with Megastar Chiranjeevi to jointly announce the new tagline of the Channel… “Ade Bandham … Sarikotta Uttejam” (Same bonding … New inspiration).

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.

Leveraging the Big brand refresh, Star Maa is also launching MEK on Monday, 13th February, at 9.30 PM with Megastar Chiranjeevi as the host. Another Non-fiction Comedy show, Desamudurlu, is being launched on Friday, 17th February at 9.30 PM. These two shows will be a great addition to the recently launched four promising and popular Prime Time Fiction shows — Koyilamma, Kumkuma Puvvu, Lakshmi Kalyanam and Malleswari. Kumkuma Puvvu is currently the No 1 Telugu show nationally and poised to stay at the top in the foreseeable future.

Kevin Vaz, CEO, South Region, Star India, addressed the media and invitees to outline the upcoming plans at Star Maa. “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”, Kevin added.

Megastar Chiranjeevi, while addressing the audience, said: “I have been a part of Maa TV from its inception and this channel has been known to havevibrant, innovative, pleasant and interactive programming. The channel has been close to your hearts and you have respected and nurtured this emotional connection. With this refresh of the channel’s ID, logo and signature tune as well as a power-packed line up of new shows, I can only see Star Maa continuing to climb the charts of success.”

Speaking on the occasion, Alok Jain, Business Head of 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 story-telling 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.”

Star Maa is poised for bigger and better – be it with shows, look & feel, audiences, reach and impact.

Join the exciting journey with Star Maa!

About Star Maa

Star MAA network is a part of Star India, which is a wholly-owned subsidiary of global media company 21st Century Fox. Star MAA is a leading Telugu TV channel known for its vibrant, innovative, pleasant and interactive programming.

About STAR India

STAR India has defined the Indian media landscape since 1991 and today is one of the country’s leading media conglomerates, reaching approximately 650 million viewers a month across India and more than 100 other countries. STAR generates 20,000 hours of content every year and broadcasts 50+ channels in 8 different languages, reaching 9 out of 10 C&S TV homes in India.

The network’s entertainment channel portfolio includes STAR Gold, Channel V, STAR World, STAR World Premiere HD, STAR Movies, STAR Movies Select HD, STAR Utsav, Star Utsav Movies, Life OK, Movies OK and STAR Plus, India’s No. 1 Hindi General Entertainment Channel. It has a leading presence in regional broadcasting as well, through a bouquet of channels which include STAR Jalsha, Jalsha Movies, STAR Pravah, Maa channels and affiliate channels Asianet, Asianet Plus, Asianet Movies, Suvarna, Suvarna Plus and Vijay. It is also present in the Indian movie production and distribution space through Fox STAR Studios, an affiliate joint venture company.

STAR India is making quantum leaps in transforming sports in the country by leveraging the group’s strengths in superior content and audience engagement. STAR’s sports business has grown rapidly to 10 channel properties (STAR Sports 1, 2, 3, 4; STAR Sports HD1, HD2, HD3, HD4 and Star Sports Select HD1, Select HD2), making it the leading sports network in the country.

STAR is set to drive the agenda on digital content consumption in the country with Hotstar, STAR’s revolutionary digital platform that brings your favourite TV shows, movies and sports in one destination.

STAR India is a fully owned subsidiary of 21st Century Fox.

Stills