Star India is set to launch a channel that will telecast popular American shows, along with a handful of new ones, within 24 hours of their airing in the US. The general entertainment channel (GEC), christened Star World Premiere, is set to go live in India on September 24.

Star India, promoted by Rupert Murdoch, will offer the new channel on all major direct-to-home platforms in both high definition and standard definition.

A spokesperson for Star TV said that the company will not disclose more information on the channel at present. The company is currently in the process of putting together a new team for this initiative, sources said.

Currently, many shows on Star World, part of the Star India bouquet, are aired in India several months after they are premiered in the US. Three years ago, Reliance Broadcast Network became the first company to air American shows concurrently (that is 24-48 hours after showing on US television) on its joint venture channels Big CBS Prime and Big CBS Love.

“Concurrent broadcasting of US shows in India reflects the appetite for globally produced English language content. It is a good sign that Indian viewers do not wish to remain laggards in their TV viewing experience. The trend is picking up and I expect it to spill over into other segments,” said Harish Bijoor, independent brand consultant.

As per the Twitter account of the channel, initial programming would be for 26 TV shows. These would include latest seasons of The Simpsons , New Girl , Revolution, Two & A Half Men, among others. New shows would include Agents of S.H.I.E.L.D , The Blacklist , Betrayal, Dads, The Goldbergs, The Michael J. Fox Show, Mom and Sleepy Hollow .

This would be the fourth GEC offering from Star India’s stable after Star World, Fox Crime and FX.

>adith.charlie@thehindu.co.in

>manisha.jha@thehindu.co.in

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