Star Plus pioneering technological innovations

Technology is developing at an unimaginable rate where the latest becomes obsolete within only a matter of time. Most media conglomerates attempt to incorporate the latest technology in their marketing strategies or in any other way possible. When I paid a visit to the Star Plus office the other day, I was amazed at how this particular media house was so far sighted and technologically forward. The excitement and anticipation in the air was almost palpable as they were testing this new technology. It was awe-inspiring to be present in an environment that was modern and hi-tech. Adgully got into an elaborate conversation with the man behind the digitized innovations at Star Plus, Lalit Bhagia Vice-President, Digital (Internet and Mobile)

It may be for the first time in the history of broadcasting channels that a large broadcasting channel like Star Plus was launching itself completely in a voice platform. Star Plus wanted to reach out to their consumers in all ends who had access to all kinds of devices and gadgets to obtain entertainment information.

Bhagia said, "We are looking at making devices like mobiles, i-pad, i-phone, connected television, play station and XBOX usable to the consumer wherever he wants and however he wants and whenever he wants."

Speaking on some of the latest innovative initiatives at Star Plus, Bhagia elaborated on 5057827 which is the Star plus on mobile product. Through this outstanding unique VAS product, viewers can now access the whole range of content which is available on a buffet in a minimalistic cost of Rs. 10 per month or Rs. 2 per day. One can catch up on any of the shows that one has missed on Star Plus. This gets updated every single day. "That means you will have a reason to come on this platform and consume fresh content. You will have access to personal diaries from our favourites stars. Personal diaries are audio blogs. We think Personal Diaries is an outstanding product because television stars have a huge fan following and want to know what is going on in their lives," said Bhagia.

The third one is show music. Usually one has access to all film music but doesn't know how to acquire the show music which one likes. Here one can listen and download the show music. The fourth aspect is a contest which Star Plus is running where people will be chosen every week to give them an opportunity to meet their favourite characters.

Talking about the final feature of this interesting product Bhagia said, "The last one is that this is a platform for Star Plus. People usually want to act or work in Star plus. So we were looking at how could we give them an opportunity like this? So in the call itself, one can apply for an acting opportunity or can apply for a job in any of the functions in Star plus. It is a very comprehensive product."

Star Plus has got this function across all major operators like Vodafone, idea, Reliance, Docomo, Airtel and BSNL.

This product was created through extensive consumer research. "We spoke to consumers and viewers to figure out what do they want to know about us? Do they want to know about our style or listen to our shows? We did big towns and smaller towns. We spend time to find out what they would want to know from Star Plus which would get them up close and personal with Star Plus. Even pricing, we ensured we asked them what would be comfortable for them to pay. It has been a lot of understanding as to what consumers want. This is a complete channel; it's more than a channel," exclaimed Bhagia enthusiastically.

Bhagia further adds, "It is a mixture of both, retaining our current audience and tapping into the new audience who consumes entertainment through voice. It is going beyond the television. It remains to be seen how it gets newer audience."

Bhagia further explained Star Plus' vision is to be present on all screen platforms. "We will take this multi screen concept forward. It is basically giving the power to the consumers. It is only going to be a better experience for consumers. Wherever he or she wants, one can access content on whichever platform whenever he wants. Our plans are to make our content available whenever, however and wherever. That's the key USP. We aim at Indians in India and Indians abroad," Bhagia explained.

Bhagia further talks about how at Star Plus, now there is a digital link to everything that they do. Survivor promotions will be seen online soon. Bhagia is quick to point out that in the last eight or nine months they have increased their fan base on Facebook from fifty or hundred thousand to 1.5 million as of last month.

On a concluding note, Bhagia spoke about Star Plus' vision and its ambition to remain a leader in its category. Bhagia said, "To be the most preferred entertainment platform across all screens by providing people our current content as well as new medium specific content and thereby creating a service which people love is our vision." | By Janees Antoo [janees(at)adgully.com]