Subsequently, StarPlus was transformed into a Hindi-language general entertainment channel, with Star World becoming the network's English-language GEC. Star India took over the reins of the network in the Indian subcontinent and the Middle East, which enabled the channel to provide appropriate programming at accessible viewing time for audience across different regions of Asia. Ĭonsequently, Star TV split Star Plus' beam into two, in effect, providing two separate services for different regional audiences within Star TV's footprint. Zee took Star to court over violation of the non-competing clause and shortly after that Star's partnership with Zee was dissolved on 30 June 2000. However, on facing severe losses and very little market growth, Star violated the terms of the contract by slowly incorporating more and more Hindi programming into its schedule.
In order to avoid competition within, the contract between the two conglomerates clearly encased the territories of operation for both networks: StarPlus exclusively aired English programming, with Zee TV being its Hindi-language counterpart. Then known as StarPlus, it was the product of a partnership between Star TV and Zee Telefilms. Star World was first launched in India on 15 December 1991 as a flagship feed of Star World Asia. The channel airs popular English shows from around the globe and mainly focuses on 14- to 35-year-old urban population, with 24-year-old working professionals being its primary target demographic. Star World is an Indian pay television channel owned by Star India, a fully owned subsidiary of The Walt Disney Company India. (downscaled to letterboxed 576i for the SDTV feed)