Star's home shopping channel to launch on 1 August
Star CJ Network India, the 50:50 JV between Star India and South Korea's CJ O Shopping, is gearing up to launch its home shopping channel Star CJ Alive on 1 August.

The channel launch comes after a 10-month-long pilot phase as a six-hour slot on Star Utsav and is set to expand the market currently occupied by a lone warrior, HomeShop18.

Star CJ comes with a tagline "Ab Super Shopping TV Pe" (now super shopping on TV). The channel boasts of approximately 300 select, premium branded products across the categories of home appliances, electronics, telecommunications, fashion and skincare. It will also showcase lifestyle enhancing products.

Launching Star CJ Alive as a six hour slot a year back worked to our advantage by giving us an opportunity to study the market and its needs along with the consumer behaviour pertaining to the home shopping industry in India. We realised that even though the industry is still in its nascent stage, there lies a huge potential in the years to come, given the increasing discretionary income of Indian consumers," says Star CJ Network India CEO Paritosh Joshi.

For starters, the channel will be available in 40 cities spread across Maharashtra, Delhi NCR, Punjab, Haryana and Chandigarh.

Says Star India CEO Uday Shankar, "We have built alliances with an array of entities to augment our business and increase our offerings to our audience. We are very pleased to launch Star CJ Alive, our round-the-clock dedicated premium home shopping channel. Given the popularity Star enjoys and the response that the channel has received since its launch last year as a six-hour slot on Star Utsav, we are confident that Star CJ Alive will soon be living up to its promise of transforming lifestyles for its audience."

While promoting Star CJ Alive across the Star network of channels, the marketing plan will entail taking airtime on Hindi GECs like Zee TV and Sony Entertainment, English and Hindi movie channels such as HBO, Star Gold, UTV Movies, Zee Cinema and English and Hindi news channels. The campaign will be further supported by print, outdoor and radio.

The homeshopping business is still at an evolution stage in India. HomeShop18 posted a revenue of just over Rs 500 million in FY'10 and is targeting Rs 700-800 million this fiscal.

Says HomeShop18 CEO Sundeep Malhotra, "There is a limitation in being a lone player and developing the market. Star CJ's launch will help the market to expand."