From June 1, the network split its Southeast Asia and India feed and launched a new feed for the Middle East in a bid to provide more focused programming to the different regions.
The new feeds are accompanied by a revitalised logo and brand identity, as well as on-air promos and programme packaging developed by Star's in house creative team.
The new feeds are accompanied by a revitalised logo and brand identity, as well as on-air promos and programme packaging developed by Star's in house creative team.
According to Ross Crowley, senior VP of programming for Star, the new logo has remained much the same in terms of design. However, the colour has been changed to a vibrant purple. The channel's own branding graphics and images have been reduced and streamlined to focus more on programming. "We have stripped down the channel's look to make it cleaner and simpler, in order to showcase the programmes themselves," he said.
In line with the relaunch, Star is also introducing a range of new and exclusive content with the latest programming from the US and UK. Building on the success of American Idol, to which Star has the exclusive Asian rights, the network is set to air Rock Star, a new American reality TV show which involves the search for a new lead singer for rock band INXS. The show will launch on July 12. As with American Idol, Star will also offer viewers a channel for global voting, with the chance to win tickets to Hollywood for the final of the show.
"The key of the exercise is the upcoming programming initiatives, which underscore Star's commitment to delivering first-run exclusive programming for Asia," said Crowley.
On-air spots are announcing the change began airing from June 1.