STAR India, announced today the launch of STAR One, a new Hindi channel featuring general entertainment targeted at young, urban audiences.

Following in the steps of STAR Plus, which continues to dominate cable viewing in India, STAR One is set to unleash a new generation of Hindi entertainment with an innovative and diverse mix of programming.

To be launched in India on 1st November, 2004, STAR One carries a distinct channel logo in orange and white, with a design that departs from other STAR-branded channels.

The new channel is a premium service with a distinct look and feel, innovative programming concepts and cutting-edge production values. It will launch with an array of 21 original programmes across a range of entertainment genres – action/thrillers, comedy, drama, youth, game/format shows, lifestyle and original movies made for television. Announcing the launch of STAR One, Peter Mukerjea, Chief Executive Officer, Star India Pvt. Ltd., said, “The launch of STAR One today underscores our long-term commitment to driving innovation and production quality in Hindi programming and to providing diversity of choice to our viewers.

STAR One is a channel dedicated especially to our more urban and upscale audiences. This new channel along with STAR Plus and STAR Utsav, enable STAR to provide a complete bouquet of Hindi television entertainment to meet the diverse demands of marketers, advertisers and viewers of different demographics.

STAR One will be expanding next year as it sets its sights on launching in Europe, including UK and also the US.