Star India Pvt Ltd has come up with their first regional General Entertainment Channel (GEC) in Bengali – Star Jolsha. Commenting on the launch, Uday Shankar, Chief Executive Officer, Star India Pvt Ltd said, “With Star Jolsha, we plan to create a revolution in the Bengali entertainment, similar to what we have been able to achieve with our other leading brands. Viewers can look forward to a standard of Bengali entertainment that’s on par with the finest in the country, bar none.” During the launch event Star Jolsha showcased their promotional music video - ‘Chalo Paltai’ (Let’s Change) that captures the spirit of an emerging and resurgent Bengal. Featuring the pride of the state from different walks of life the music video features Rituparno Ghosh, Abhijeet, Raima Sen, Dr Palash Sen, Jisshu, Jeet, Koyel Mullick, Cactus, Fossils, Chandrabindoo, Lakkhichhara, Dev and Anwesha. Composed by the leading Bollywood music director Pritam and lyrics by Chandrabindoo, all the stars in the music video represent the spirit of a resurgent, new Bengal – much like the channel. Star Jolsha will provide an array of differentiated programming, fiction, non-fiction programmes, mythology, movies and reality shows. The excitement on Star Jolsha begins with a chat show by renowned National award winning director Rituparna Ghosh called Ghosh and Co., a devotional yet contemporary drama Durga and daily soaps like Bandhan, Neer Bhanga Jor & Ekhaney Akash. Also part of the line-up is a comedy show titled I Laugh You. Mr. J C Giri, Regional Channel Head, Star India Pvt Ltd. said, “Bengali regional genre has shown a substantial growth in the past two years vis-?-vis other regional entertainment market. With this channel we will bring in a new level of vibrancy and diversity to the world of entertainment.”