MUMBAI: After more than a decade of its existence, Star Plus’ sibling channel, Star Utsav, is set for a revamp.

Launched in mid 2004, the free-to-air channel, showcases reruns of the old and popular shows which first aired on Star Plus.

Now to engage with the audiences a lot more, the channel will bear a new logo and packaging. Sources within the channel confirmed the news to indiantelevision.com and said, “The new look of the channel will go live on 12 January (Monday) at 7 pm and will be a treat to watch.”

The channel is currently testing its new logo between 2 am - 3 am. The new identity will be parallel to Star’s other channels. The new logo will break out of the box with Star Utsav being written below the brighter and new Star logo.

Another source close to the development revealed that a lot of research was done before finalising the new logo. “The channel went to smaller cities and towns to get an understanding on what the core TG wanted,” said the source.

Sources further reveal that the revamp was in the pipeline for almost a year. “It has been in the planning stage since the channel got former Life OK marketing head Pratik Seal as its business head. But Seal’s stint did not last long with the channel as he decided to move on...” highlighted a source.  Seal was replaced by former Star India VP Jyotsna Viriyala as reported first by Indiantelevision.com.

It can be recalled that in 2004, Star Plus was a paid channel and a number of cable operators did not run pay channels in smaller cities. Thus, with an aim to reach out to its desired TG in smaller cities and towns where audiences were not exposed to Star Plus, the network had launched Utsav.

In the week 1 of TAM TV ratings, it delivered 90 million GVTs.