Star replaces Sony TV as Leicester Mela partner

Star TV Network has replaced Sony Entertainment Television Asia as the main media partner for this year’s Leicester Belgrave Mela.

The UK�۪s leading Asian television station – which is home to Star Plus, Star One, Star Gold and Star News – will be joining forces with the UK�۪s longest running Mela festival when it takes over Leicester City Centre on Sunday 10th July 2011.

Famous for being the first event of its kind here in the UK, the Leicester Belgrave Mela is one of the largest free community events in the UK. Described as a glittering mix of live music, dance, fashion and food, the unique outdoor one-day spectacular South Asian arts & culture festival set the bench mark for dozens of similar summer festivals which take place across the UK every year.

Yeshpal Sharma, Vice President for Star UK & Europe said, “Given the huge appeal of the Star brand in Leicester as like other regions in the UK, we have decided to engage with our loyal audience base through this momentous 25th year anniversary celebrations of the Leicester Belgrave Mela. We are very excited about this partnership and look forward to a continued association.”

Festival Director, Pravin Mistry, added, “We�۪re delighted that the UK�۪s number one Asian television station is supporting our historic Mela�۪s 25th anniversary. It is going to be the biggest one yet and is a huge milestone for Asians living not just in Leicester, but also across the UK. Now, with Star TV on board, the whole of the country, and even the world, will be able to experience the festival.”

The event now in its 25th year has long been teaming up with Sony Entertainment Television Asia as broadcast partner. Word has it that Rajan Singh who is now the Executive Vice President of Star International has inked the deal since defecting from the Sony TV camp. Rajan has a personal connect with Leicester and has always worked closely with the community there.