English Entertainment channel Star World has announced its plans to launch a new Facebook app, called the Viewer Partner Program (VPP), to engage with its audiences.
The new tool will be an interactive Facebook application, which will facilitate a customized research on the channels programming content, relevance of advertisements, as well as initiatives such as customized show promos. This research would be derived from Star World's core TG, which inculdes the 15-35 years old in metros, who will be the registered fans of the app on the Facebook page of Star World.
The application, which is designed in-house, will be launched on 5th of August 2011. There would be a VPP tab on the STAR World fan page, for which the fans would have to register. Viewers and fans subscribing to the VPP will be authorized to participate in various discussion forums, Group Chats, surveys and so on. The channel will then strategically gauge viewer’s responses and implement changes based on the feedback received from the program’s subscribers. Star World claims that this will enable the channel to know what the viewer prefers to watch on the channel.
Talking to exchange4media about the application, Saurabh Yagnik, General Manager and Senior VP, English Channels, Star India Pvt. Ltd, explained, “Star World and Star Movies cater to the higher Target Group of the viewers who are the large consumers of Internet and social networks. Getting research on consumer engagement has always been a challenge. We have about 2.7 lakh fans on our Facebook page, so we thought that this large loyal consumer base can be leveraged for consumer research.”
He believes that this new app will help in defining the marketing strategy and program strategy of the channel. He said, “We are really excited about this consumer insight application, and we hope that it will help our channel in testing new pilots, get insight n our program strategy, shows and promotions. This initiative will help increase the brand value of Star World as well as it promotes more engagement with the users.”