Star World brings digital to TV with ‘Love 2 Hate U’

Star World is seeking to blur the digital media and television divide with its new show ‘Love 2 Hate U’. The channel plans to invest 20-30 per cent of its marketing spends on digital promotions for the show.

e4m by Priyanka Nair
Updated: Nov 10, 2011 8:39 AM
Star World brings digital to TV with ‘Love 2 Hate U’

Star World is all set to launch a new celebrity show that has been inspired and conceptualised by insights from the digital platform. Called ‘Love 2 Hate U’, the show revolves around a new concept, wherein the biggest and the most hated Bollywood celebrities will come face to face with their biggest haters and will try to convert the hater into a fan. The show’s participants have been shortlisted from among the six lakh fans of Star World and Star Movies on Facebook and Twitter.

‘Love 2 Hate U’ will feature actor Arjun Rampal as the host, besides he would also be a participant in the show. The show, which will go on air from November 20, 2011, will be replacing ‘Simi Selects India’s Most Desirable’. ‘Love 2 Hate U’ will have 15 episodes in the first season.

Commenting on the core concept of the show, Saurabh Yagnik, General Manager & Senior VP, English Channels, STAR India Pvt Ltd, explained, “The advent of social media and its arms like Facebook and Twitter has changed from being just a ‘hang-out’ place for the youth to a platform which people use to engage, discuss and vent, thus giving rise to public haters of celebrities.The pulse of this new show is young, energetic, and most importantly, will connect with the youth of today. Through the show you will see how the celebrities with their talent, humour and charm try to win over their hater by engaging with them through various activities that will convert the hater into a fan. We have designed the show after keenly tracking the buzz that hits on our social media platforms.”

Speaking about the marketing initiatives, Yagnik added, “The promotional plan is to go complete 360 with TV, print, online, PR, outdoor, radio and on-ground leg attached to the campaign. Since the entire concept of the show was inspired by social media, we have invested around 20-30 per cent of our marketing spends on our digital campaign.”

The digital campaign includes a unique engagement called ‘Bitch N Win’, wherein the fans on STAR World India’s Facebook page can criticise their most hated celebrities. The most creative, innovative and whacky statements stand to get featured on-air and win gadgets. A similar contest is also being hosted on Twitter. The channel has also formed tie-ups with partners like Bookmyshow to create buzz around the new show. The on-ground engagement includes tie-ups with PVR and a host of events, where Arjun Rampal will interact with fans in Delhi and Mumbai through radio station studio visits, visits to college campuses and special screening of the show on November 15 and 16.


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