FIC Refreshes STAR World Brand

Fox International Channels (FIC) has repackaged STAR World, with a new look and feel to go along with its target of affluent adults ages 18 to 44.

The move is part of FIC's strategic commitment to redefining and growing the general-entertainment industry in Asia. STAR World has agreements with studios such as Shine International, FremantleMedia, CBS, NBC and Twentieth Century Fox, ensuring its deliver of exclusive first-run programming ahead of the terrestrials. Among its exclusive content, the channel will feature live broadcasts of events such as the American Music Awards, Golden Globes and Miss Universe. STAR World also exclusively broadcasts hit shows such as America's Next Top Model, American Idol, MasterChef, The Bachelorette and Got to Dance. The channel will debut a number of top-rated U.S. series in Asia, including the second season of Glee, Cougar Town and How I Met Your Mother.

Ward Platt, the president for the Asia Pacific and Middle East at Fox International Channels, said: “The new STAR World strongly asserts again our leadership in the delivery of general entertainment and sets a new direction for the rest of the industry to follow. We are delivering on our strategy to provide exclusive premium content and a unique viewing experience designed to increase viewer bonding and loyalty, and creating opportunities for our affiliates and advertisers with our effective brand-building vehicles. We believe that the STAR World channel, already the number one in general entertainment in Asia, will now appeal to even more viewers who love the best in first-run entertainment and help us consolidate FIC’s entertainment offering as Asia’s strongest entertainment slate that always sets new trends in the industry.”