UMP Stars will be bidding adieu to UK viewers later this week, BizAsia can confirm.
The channel’s presence in the UK market has been short lived after not doing so well in the UK ratings. UMP Stars launched in June this year and was hailed as the official channel of Bollywood with differentiated programming. However, the lack of shows and high on repeat content did not click well with viewers.
UMP Stars struggled to cross the 300,000 weekly reach data in official data. Its audience hovered around the 200,000 mark, whereas rival showbiz channel, Zing from the ZEE family has managed to stay beyond the 500,000 mark over the past few weeks.
UMP Stars has been available free-to-air on Sky Digital channel 853 but recently has been suffering from technical difficulties. It will be going off-air on Sunday 23rd December at midnight.
UMP Stars sister channel, UMP Movies is unaffected and will remain on the platform on channel 797.