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Star India Pvt Ltd finally marks its foray in the 24-hour home shopping TV channel market with the launch of “Star CJ Alive” along with its South Korean partner CJ O Shopping.

Star India has laid a firm foundation for the channel with airing a pilot test for the channel with a six-hour slot on Star Utsav since last 10 months. The Company garnered the audio response over the concept and managed to have immense outcome on the market dynamics since September 2009.

Gearing for the launch, Star India now looks to expand the TV home shopping market which currently has HomeShop18 of Network18 Group as the lone player. Star CJ Alive would emerge as the second of its kind on the Indian TV screens.

Star CJ Alive is the result of the strategic alliance between Star India and South Korean home shopping business CJ O Shopping.  The credo of the channel is to deliver genuine value, supreme quality and outstanding service to people through the television and other media, in an entertaining and innovative format. It has managed to bring an array of premium brands in its kitty to distribute through its home shopping network. These include Tanishq, Reebok, Philips, Canon, Benetton, Satya Paul, Adidas, LG and Morphy Richards, among others.

Star CJ Alive will go on air on August1, 2010.