.

Campaign India caught up with Kevin Vaz, head, English business, Star India, to find out the thinking behind the launch, the differentiation, content Premiere will air, revenue model and growth of the genre in India.

Tata Sky, the leading Direct-to-home service provider in the country, today announced the addition of the much awaited Star World Premiere HD to its channel offerings.

Star India vice president marketing Nikhil Madhok says. : “It is not that there is no potential in the afternoon slot. But, it’s about priority. There is more scope for improvement if we try to capture viewers in the prime time slot. Also, it is more important from a financial perspective and viewership availability.”