Star launched in India in 1992. The STAR Plus that you see today was born out of the changing media landscape in India. In the early years, STAR was unable to provide any localised programming because of an agreement with Subhash Chandra's Zee TV. The agreement was a big roadblock as it prevented STAR Plus from becoming a Hindi channel. [Both channels were beamed into India through the AsiaSat transponder, owned by Chandra's Asia Today, in which STAR had a stake.
Their contract stated that STAR would concentrate on providing only English content.] We tried dubbed Hindi programming but realised it was not the solution. Around 1996, the relationship between STAR and Zee soured, and in 1999 the ties between the two companies ended completely (Chandra bought out STAR's stake in AsiaSat). This marked the advent of STAR Plus as a 24-hour Hindi channel.
The management initially chose to go down a certain path, acquiring Doordarshan's library of programmes and having reruns on STAR Plus. But the audiences were so different that the programmes did not gel with the channel, though they did lift STAR Plus's performance slightly.
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