“We wanted a medium where we could interact with viewers and understand what kind of content they like,” says Anil Narang, former head of Marketing & Strategy at Star Suvarna. The idea was to create a community that would act as the channel’s eyes and ears on the ground, giving direct feedback as well as helping to promote the channel through the word of mouth. But that was only a small part of our vision for the Ladies Club. “We wanted to create a platform for Karnataka’s housewives. There are a lot of women who have talent, but due to their household responsibilities they can't nurture it. So we thought we would give them a platform to showcase their talent.” How it works is simple. Every month, each Suvarna Ladies Club organises a cultural programme where members get the opportunity to perform onstage. The best performances stand to win a prize, but every performance gets telecast on Star Suvarna Plus.