MUMBAI: Star India has unveiled its first regional general entertainment channel (GEC) in Bengali – Star Jolsha. The channel will hit airwaves on 8 September.
Earlier this month, on his visit to India, News Corporation chairman Rupert Murdoch had announced that the company will invest $100 million over the next 12 months to start six regional channels under the Star brand in India.
Star India CEO Uday Shankar said, "Star Group has always raised the bar and set new benchmarks in Indian TV entertainment. With Star Jolsha as well, we plan to create a revolution in the Bengali entertainment, similar to what we have been able to achieve with our other leading brands. With Star Jolsha, viewers can look forward to a standard of Bengali entertainment that’s on par with the finest in the country, bar none."
At the launch, Star Jolsha showcased their promotional music video – ‘Chalo Paltai’ (Let’s Change) that captures the spirit of an emerging and resurgent Bengal. Featuring the pride of the state from different walks of life the music video features Rituparno Ghosh, Abhijeet, Raima Sen, Dr Palash Sen, Jisshu, Jeet, Koyel Mullick, Cactus, Fossils, Chandrabindoo, Lakkhichhara, Dev and Anwesha. Composed by the Bollywood music director Pritam and lyrics by Chandrabindoo, all the stars in the music video represent the spirit of a resurgent, new Bengal.
Star Jolsha will provide an array of differentiated programming, fiction, non-fiction programmes, mythology, movies and reality shows. The excitement on Star Jolsha begins with a chat show by renowned National award winning director Rituparna Ghosh called Ghosh and Co., a devotional yet contemporary drama Durga and daily soaps like Bandhan, Neer Bhanga Jor and Ekhaney Akash. Also part of the line-up is a comedy show titled I Laugh You.
Star India regional channel head J C Giri, said, "Bengali regional genre has shown a substantial growth in the past two years vis-à-vis other regional entertainment market. The overall market has also evolved and viewers are looking for a change. In a year’s time we promise to bring about the required change and transform the viewing habit of the Bengalis with Star Jolsha. With this channel we will bring in a new level of vibrancy and diversity to the world of entertainment."