Despite a crowded TV channels field already offering similar content, Star India will launch Star Life on MultiChoice's DStv and GOtv, as well as eMedia Investment's Openview free-to-air satellite-TV service, on 27 August as a new Bollywood content channel.
Star Life, from Star Networks that is wholly-owned by 21st Century Fox, will compete with channels like GLOW and ZEE TV's existing offering of impressive ZEE Africa TV channels like Zee World and Zee Bollymovies.
Star Network didn't bother to say why or how Star Life would be different than existing competitors and what it would specifically offer viewers and Star Life didn't reveal any of the actual content, on-air talent or any titles that would actually be seen on the channel.
No channel schedule was shared, with no show or film highlights mentioned, but Star Life will be in English, and will run for 24 hours per day.
Star Networks apparently created Star Life exclusively for African audiences.
The Star Life channel looks as if it originated out of the Star Life OK channel that used to be available in South Africa for a while before it was removed, and last year relaunched and rebranded under the Star Bharat name in India.
Star Life will be a high definition channel on DStv in South Africa on channel 167 but standard definition elsewhere in Africa, and will be "showcasing a fusion of the very best family dramas, celebrity dance shows and blockbuster movies from Star's famed library of A-list Bollywood movies, adapted in English for local audiences".
Star Networks says "Star Life is appealing to a broader audience and brings to Africa extraordinary journeys of ordinary people, progressive story lines, inspirational characters and compelling dramas - produced to the highest international production standards".
Guarav Jandwani, the senior vice president and business head for the United Kingdom and South Africa for Star Network in a prepared statement says "At Star we believe in creating stories for the world, stimulating imagination and showcasing the limitless power of ordinary people".
"We have seen the need for quality Indian cross-over entertainment and with Star Life we are proud to bring to Africa engaging programming, in English, which will leave our viewers inspired, rejuvenated, moved and delighted."
"We are delighted to partner with DStv and Openview, the best platforms in the region, making Star Life the most widely available channel in its genre in Southern Africa".
