Television

Star Wireless ready to roll by July end

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/04/28/Smile-TV.jpg?itok=HTv3zm6R

MUMBAI: Star's wireless services, thus far known by short code 7827, is to ready roll out in a charged up avatar by the end of July.

Radio City COO, Sumantra Dutta who now dons the additional hat of Star India's newly created wireless business development division, told indiantelevision.com today that 7827 will be leveraged in the coming months to provide a range of services including exclusive content from the Star stable, mobile gaming (custom made Kyunki... games, to give an example) as well as help lines and info services.

The marketing campaign for the envisaged next big revenue spinner in entertainment is likely to break in the next three weeks. "It's a good business for a broadcaster like us with television and radio content to get into, because we have the ability to talk to 200 odd million people on a daily basis, and are able to communicate about the 7827 service for tones, downloads, a whole range of service," says an enthusiastic Dutta.

7827 has been around for two years, but is going to be leveraged like nothing seen before in the next two weeks. Dutta says the decision to give 7827 a focus in terms of making a separate division for it was taken towards the beginning of the year, when it was realised that it would work. An internal project team worked on the concept for India mid 2003, with representations from Star management teams in different markets China, India, Taiwan and the Middle East, of which Sumo Dutta was a part, and where it was decided that SMS was going to have a huge business potential. A couple of months ago, says Sumo, he was given the charge of a separate division to set up to look into this business.

Star Wireless, as it is being termed, will work totally on and feed off television and radio, because the content and the ability to talk to the masses is available only through these media, which can keep reinforcing the message. There will be a large amount of non Star content that Star Wireless will provide, says Dutta

The other content offered could be linked to best deals, astrology, traffic, medical emergencies, logo downloads, wallpapers, mobile phone gaming... the list is endless.

Star Wireless will operate on a revenue share basis with cell operators in the country, all of whom have been tied in, except for BSNL, with whom talks are in progress and with Reliance for the CDMA front. "We are helping further their business," he points out, by "developing the culture of SMSing and driving mass SMSing."

Importantly, Star has the wherewithal to educate the masses about how to SMS via the airwaves, as well as push the services.

The positioning of the revamped version of 7827 will be that it is the short code of choice for the masses, and the communication in the campaign currently being worked on is that '7827 has arrived.'

The initial set of services will focus on the exclusive content that Star has. "You can interact with our shows on TV and radio, play games, contests, which in itself is a big offering," says Dutta.

The Star Wireless team will comprise just a dozen key people, because a lot of the business, as Dutta says, will be done on alliances with multiple partners.

The biggest investment apart from that in infrastructure and people will be in airtime, to educate the masses about the use of 7827, a process that will go on for a few months initially.

Talking about the growth of the division, Dutta says Star plans to target a large subset of the 200 million TV viewers who happen to be mobile phone owners. In the next six months, at least 30 per cent of the market will be cornered by 7827, and by the end of the July fiscal next year, 50 per cent of the market.

Star Wireless will not intervene with programming in any way, although Sumo says internationally the business does help ratings go up. It will help in brand recall, increase interactivity and involvement.

It will move towards a monthly subscription parameter, but right now, Star is focusing on developing mass usage of services that are offered, to check which are feasible and then put the more used ones into a package, says Dutta.c

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/19/cc.jpg?itok=vyxpkA3V
Comedy Central sets pace for ultimate celebration with over 100 hours of non-stop FRIENDS ultra marathon for its 6th birthday

Birthdays and New Years are great occasions to make resolutions for participating in marathons. However, this is one marathon which calls for hanging up your running shoes and grabbing the best spot in front of the telly with a bowl of munchies to keep you going because, for the first time ever in...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/19/usports.jpg?itok=kTmil1B-
U Sports launches India's first ever Multi-Platform Multi-Game E-Sports Championship - U Cypher with MTV

The Indian E-Sports scenario is all set for a major revamp as U Sports, one of India’s biggest sports business companies in association with India’s No. 1 Youth Brand, MTV, announces the premiere of their all new month-long championship, U Cypher with MTV. Premiering today, on 19th January, the...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/19/dth.jpg?itok=SKeBAh70
TV ownership increased by 14% in 2017: IRS

After a gap of four years, the Indian Readership Survey (IRS), which documents the growth of the media industry, has been released for 2017. The survey methodology was criticised in 2014 and, therefore, was halted for an upgrade. This time, the sample size has been increased by 34 per cent to 3.2...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/19/challenge.jpg?itok=evdSw-BZ
CNN-News18 launches 'If I Were FM Challenge'

As part of its Budget programming, CNN-News18 is launching the ‘If I were FM Challenge’. The campaign will encourage viewers to contribute their suggestions for the Union Budget. The channel will run an extensive on-air campaign to promote the same.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/19/BBC.jpg?itok=JOGTF9zH
BBC World News to Broadcast 'China's Chat Girls'

Lele Tao is an internet superstar in China’s $3 billion dollar ‘live streaming’ industry. With more than a million fans she can earn thousands of dollars a day singing, dancing, flirting, or often just chatting into her webcam. Fans buy her virtual gifts which she redeems for cash. In return she...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/19/anupam.jpg?itok=fMDsUqO6
PKL season 6 and 7 dates announced

The second most watched domestic league in India, Vivo Pro Kabaddi League owned by Mashal Sports and Star India announced the dates of sixth and seventh season.

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/star-bharat.jpg?itok=kT6YtkU0
Star Bharat leads Hindi GEC (U+R) in week 2 of BARC ratings

MUMBAI: Star Bharat emerged as the leader in the Hindi GEC (U+R) genre dethroning Zee Anmol according to Broadcast Audience Research Council (BARC) all India data for week 2 of 2018.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/aaj-tak-barc.jpg?itok=4sc6BHYP
BARC week 2: Aaj Tak leads Hindi News in all three markets

MUMBAI: Republic TV continues its leading streak in the second week of the year as well in BARC All India ratings. News Nation stays in the top five chart in week 2 of 2018 in Hindi News Rural market. Aaj Tak tops the chart again in Hindi News Urban market.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/karan-bajaj.jpg?itok=jxlg_oWY
Dsport acquires India rights of tri-nation tournament in SL

Discovery’s sports channel Dsport has acquired the exclusive India broadcast rights of Nidahas Trophy 2018, a tri-nation international T20 tournament involving India, Sri Lanka and Bangladesh. The transaction was facilitated by Lagardère Sports, the global marketing consultant of Sri Lanka Cricket...

Television TV Channels Sports

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories