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Return of reverse auction: Star unveils second SMS contest for Diwali

04-November-2004
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Return of reverse auction: Star unveils second SMS contest for Diwali

Close on the heels of the tremendous success of India’s first ‘Reverse Auction' initiative - Star 7827 – the interactive wireless communication platform from Star India network, has launched its second Reverse Auction - Kismat Jagao, 7827 Lagao, as a Diwali promotion special in association with Eros Jewelry.

Speaking on the second initiative, Peter Mukerjea, CEO Star India, said, “We have always believed in constantly innovating and providing quality entertainment. We are now extending this relationship to mobile phone users as well. Having pioneered the concept of Reverse Auction, we intend to leverage its tremendous potential and grow on this overwhelming response.”

Company officials claim that the response to Star 7827's last reverse auction has generated over 67 lakh text messages in 14 days only. This Diwali, the stakes are on jewellery worth Rs 25 lakhs. The bidding for the Kismat Jagao, 7827 Lagao will close on November 17 and the winner will be announced on November 20.

Unlike a normal auction where the highest bidder wins, Kismat Jagao, 7827 Lagao is a Reverse Auction bid where the mobile user with the single lowest unique bid wins. Star 7827 is the interactive wireless communication platform from Star India network. The platform will use the mobile user base in India to develop and promote Star India contents and also introduce and develop its own properties thereby for the first time in India providing innovative product offerings to mobile phone users.

Star 7827 has already created a niche in the wireless market with its interactive and highly successful property 'Reverse Auction -Kismat Jagao, 7827 Lagao'. The platform plans to introduce a variety of such services in the future, and thereby connecting with the mobile users in a more engaging manner. Zee beefs up programming, launches horror series from Nov 6 In a bid to provide the viewers a wider arena of programming, Zee TV is ready with a horror series going on air from November 6. Programming Head Ashwini Yardi says the new horror series will replace 'Jeena Isi Ka Naam' in the 8 pm slot. exchange4media news service

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