Star Maa, the Telugu General Entertainment Channel of Star Network, is rechristening its network channels under the Star Maa umbrella.

From June 25th onwards, the brands Maa Music, Maa Gold and Maa Movies started to be known as Star Maa Music, Star Maa Gold and Star Maa Movies.

Besides, a HD feature has been added to the bouquet, christened as Star Maa Movies HD.

"With the re-branding, the content offerings are going to see a ramp up in terms of better viewing experience. All the network channels will showcase and launch an array of new shows and innovative programming with impeccable standards," a statement from the channel reads.

Maa Music has grown about two times over the last few months in terms of viewership. New programs like Connect & Restart have contributed to this growth. This momentum is going to see further escalation with the latest re-branding.

Star Maa Gold, the channel is poised to be a GEC with a difference. It will aim to provide an alternative viewing experience. Unlike other mainline GECs which cater mostly to the female viewers with daily soaps, Star Maa Gold explores multiple genres like Action, Mythology, Crime, Comedy, Reality, Movies and other lesser explored content areas. The popularity of the channel has been seeing dramatic growth in the recent weeks and has grown 3-fold times compared to the beginning of the year.

Star Maa Movies SD & Star Maa Movies HD are aimed at constantly redefining the possibilities of movie viewing experience. Maa Movies has been the numerouno movie channel in the last 6 weeks. With a strong movie library of 800 plus movies Star Maa Movies refresh is all set to bring home the love for cinema to viewer's. HD version of Star Maa Movies will take a lead in creating inventive and ground-breaking ways to tell stories and redefine the home movie viewing experience.

Kevin Vaz, CEO, South Region, Star India comments, “We are in the entertainment space and with changing aspirations and expectations of viewers we always look to redefine entertainment. Innovation, content variety, spiffy packaging and quality of the channel is a sign of our commitment to Telugu viewing audiences, globally".

Star Maa Network, EVP & Business Head – Alok Jain, says, “Star India's Integration with Maa was a testimony to STAR wanting to build and grow in Telugu market. We are now poised to take a leap forward. With the new brand name and proposition, we plan to significantly scale up our offerings of all our network channels which has seen tremendous growth starting from the year of 2017.''