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Generation leap for STAR India’s 7827 service

23-May-2006
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Generation leap for STAR India’s 7827 service

STAR India is all geared up to take the big step in the mobile entertainment space. The media major has announced various initiatives to enhance its offering in the interactive and digital space – 7827. From being just an add-on to STAR’s television focussed entertainment, the objective is to make 7827 an application to specially created and aggregated entertainment for the mobile screen.

Giving a rationale behind this step, STAR Entertainment CEO, Sameer Nair, explained, “The mobile space is the fastest growing segment right now. The numbers are only set to grow and as is the case with technology, it would get even cheaper going forward. The set of takers for this application will also grow as new users come in. In all, mobile entertainment is poised to take off in India and we want to be the frontrunners in being able to offer audience entertainment in this space.”

Nair is clear on the aspect that STAR Entertainment’s core competence is in content creation and this is will be the competing factor in the digital space as well. Even as the present set of offerings is basic in nature, the organisation is confident of the evolution that these offerings will see going forward.

Nair also takes cognizance of the fact that at present the whole digital space doesn’t offer revenue numbers to talk of, but in the next three to five years, he sees this changing.

Speaking on the occasion of announcing these plans, Viren Popli, Senior VP, STAR Interactive Services, said that STAR had put together a website for the 7827 offering, a WAP site and is in the process of launching a voice platform as well. The initiative will be backed with a strong multimedia campaign that would utilise the STAR platform significantly. 7827 even has a brand mascot in ‘Muthu Swamy’.

Like any other media house, STAR, too, would be braving problems of revenue sharing with the Indian telecom companies, where unlike the international situation, the telecom partner corners 70 per cent of the monies. Popli, however, presented an optimistic picture stating that since the situation in India isn’t that of commoditised content, operators and consumers are willing to pay a premium.

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