Star to provide tapeless TVC delivery service to advertisers

MUMBAI: Star India has announced the launch of a digital solution, ‘Star Content Live‘, that will provide its advertisers and business partners a tapeless TV commercial delivery service.

It will enable the advertisers to deliver their TVC for telecast across the Star Network. The service will ensure better cost and time efficiencies across the value chain and is a tapeless end-to-end workflow that is safe for HD and SD digital advertisement distribution.

According to the company, with Star Content Live, the advertisers can turn around their campaign ‘Faster‘ by instantly uploading their TVC. It is ‘Cheaper‘ because it helps save costs incurred on betas for multiple campaigns, edits, languages and channels. It is also a ‘Greener‘ option that helps reduce carbon footprint.

Star India president-ad sales Kevin Vaz said, "At Star, we believe that receiving tape-based commercials from advertisers is riddled with time and cost inefficiencies. The order-to-air cycle is slow and involves logistical and preparation costs such as purchasing tape, dubbing, shipping and digitising again for play-out. It is also vulnerable to outside factors such as custom hold-ups, traffic etc. which can further delay the process. Going tapeless, in addition to being a greener option, also eliminates many of these inefficiencies. We are sure that our advertisers, business partners and eventually the whole TV broadcast industry would move to this digital solution sooner rather than later."

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