STAR sponsors this year’s National Mela

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Popular Asian broadcaster STAR TV, today announced its involvement as title sponsor of the UK’s biggest celebration of Asian lifestyle and culture – The National Mela.

The National Mela is the UK’s largest celebration of Asian culture and lifestyle, taking place at the NEC Birmingham from Friday 18th November through to Sunday 20th November 2005. The event is a three-day showcase, celebrating the very best in Asian arts, food, fashion, sports and entertainment.

The announcement of STAR as the title sponsor comes as The National Mela undergoes a variety of changes and new features being added to the event, to ensure that it maintains its appeal to the thousands of visitors that flock to the NEC on an annual basis. New elements being added to the successful format include a Children’s Zone, Sports Pavilion and a host of interactive cultural demonstrations and classes.

STAR, which broadcasts two of its flagship channels STAR Plus and STAR News, on Sky, ntl and Telewest, will be lending support to The National Mela event developing specially-created ad sale packages to advertisers involved in the event. These exhibitors and advertisers will be able to tap into the STAR’s television audience, that regularly tunes into the channels to watch outstanding and award winning hit shows, including India’s No.1 rated programme Kyunki Saas Bhi Kabhi Bahu Thi, Koffee with Karan and of course the hugely successful Kaun Banega Crorepati.

Lee Masters, Portfolio Director at Clarion Events, and the man behind the original BBC Mega Mela says of the partnership: “We couldn’t have asked for a better title partner. STAR is already showing its strengths as an innovative and ground-breaking partner through its proposed support of The National Mela. We are in no doubt that this is a partnership that will flourish and create an event that meets visitors’ expectations.”

STAR will have an exciting and innovative presence at the event, designed to bring STAR News and STAR Plus, India’s number one cable channel to life for viewers in the UK. Plans are already underway to make the event bigger and better than previous years!

Nick Thind, Vice President, Europe at STAR says of the network’s involvement: “We have a global team busy working on ideas to ensure that visitors to The National Mela get a real taste of STAR. This superb event provides a fantastic platform for viewers to interact with the channels. STAR has gone from strength to strength since it launched in 2001 in the UK. We are confident that a partnership with The National Mela will enhance STAR’s position even further, with a live event that perfectly complements what STAR has to offer.”

The National Mela will take place at the NEC, Birmingham on Friday 18th, Saturday 19th and Sunday 20th November 2005. For further information log on to www.thenationalmela.com

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