Star Tv Learns To Think Small

That's what many rival executives and industry analysts thought when Rupert Murdoch's News Corp. paid $525 million last year for 64% of Star TV, a startup Asian satellite network. Star TV had been launched under the auspices of Li Ka-shing, a Hong Kong magnate known for his savvy. But Star's basic strategy seemed flawed: to beam down a one-size-fits-all set of English-language programming to an area covering two-thirds of the earth's population. Critics figured Murdoch couldn't build audiences and attract advertisers in a market covering dozens of countries and languages.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.