Taking the concept of on-demand content a step further, STAR India has launched STAR 7827 Voice, an audio-on-demand concept through which it will provide primarily its television content on an audio format.
“We are moving from interactivity on phone and experience on television ear to the ear of experience on mobile phone. One can dial our short code any time and consume television content on phone. It’s a non-linear radio content concept. It brings interactivity and content to the masses,” said Viren Popli, Senior VP, STAR India.
“There is a high demand for consumption of original branded content, which is a new trend. That’s why demand for television content on mobile phones has increased manifold in recent times,” Popli further said.
Through the mobile audiosodes of one to two minutes duration, all serials on STAR platform will be provided within one hour of the telecast of the show. So, all the K-soaps, ‘Nach Baliye 2’, ‘The Great Indian Laughter Challenge’ can now be accessed on a voice format. Mobile jockeys will act as ‘Sutradhaars’, who will guide listeners through the shows. Apart from soap operas, humour, Bollywood, Bhakti content and Yellow pages will also be delivered on the voice platform. It will also deliver cricket scores and updates in a unique style by an inhouse character, Muthuswamy.
“Though SMS has become the easiest entry point for interactive shows and competitions on television, replacing the competition postcards, in some of our programmes 60-80 per cent of our responses come through voice platform, which shows the convenience factor attached with voice,” Popli pointed out.
STAR India has tied up with Hutch, Spice, and BSNL for delivering the voice content. Consumers will be charged Rs 3 to Rs 5 per minute depending on the service provider. For this, STAR has installed IVR systems at different mobile circles.
Without revealing the investments or revenue forecasts, Popli said, “We will be happy if we can bring in 2-3 million regular users to the platform in a month. Yesterday only 1,000 hours of content was consumed over the voice platform.”