STAR India’s ad sales division has embarked on an interesting initiative with Star Content Live. With this initiative, the network will provide its advertisers and business partners a tapeless TV commercial delivery service which is “faster, cheaper & greener”.
STAR has already experimented with this platform for its content. The company is working with Prime Focus for this initiative.
Star Content Live is a digital solution that enables advertisers to deliver TV commercials for telecasting across the STAR network. This service will enable better cost and time efficiencies across the value chain and is a tapeless end-to-end workflow that is safe for HD (High Definition) and SD (Standard Definition) digital advertisement distribution.
In a conversation with exchange4media, Kevin Vaz, President, Ad Sales, STAR India said, “The experience for our content team with this technology has been smooth. We expect the same with the advertisers too. Every advertiser will be happy with this technology. They have liked the idea. Not only is it cheaper, cost effective and faster but also very important from an environment viewpoint.”
Vaz acknowledges that from a STAR India perspective, this is a technological investment, which brings new benefits to advertisers. He said, “From a Star India perspective, we are environmental conscious and are making efforts to go green; this is a step in that direction.”
The Indian television industry has seen tapeless and digital ad delivery mechanisms from the likes of eBus Aidem as well. However, this is the first time a broadcaster has undertaken such an initiative.
The mechanism will bring in further efficiencies to handle last minute changes in the creatives or from a schedule point of view as well for STAR India advertisers.
A company statement informed that Star Network has always been “conscious of its carbon footprint” and this initiative forms an integral part of the movement to reduce this footprint by terminating the use of tapes for all TV commercials telecasted across the network. Vaz observed, “As a market leader, it was very important to set the path for the future. There are advertisers and environment benefits in this -- this can well be a course that many others would soon follow.”