Star India, leveraging its content-creation capability, is targeting the burgeoning mobile entertainment space in the country through enhanced services of Star 7827.
The company, which launched its shortcode Star 7827 three years ago, will expand its services from television-focused programmes to content specially created and aggregated for the mobile screen.
Star 7827, in its new avatar, will create, distribute and market content through tie-ups with domestic and international companies. The company's new offerings will include ringtones, wallpapers, games, audio and video products and mobisodes. Star will be looking at creating specially created content for the platform.
Besides, Star will launch a dedicated mobile audio channel in the first week of July, which will be an entertainment audio channel available on your mobile. The content will be sourced from Star's current content pool for the time being. The voice platform will be multi-lingual so as to cater to all the regions in the country.
The Star 7827 website www.Star7827.com has been completely redesigned to reflect this new push in content aggregation.
A special section to help visitors learn more about their phones, talk about mobile content and services, as exchange views and experiences, has been created.
A WAP site for the mobile internet users has also been created from where visitors will soon be able to access a range of mobile content including videos.
Sameer Nair, CEO, Star Entertainment-India, said, "Star 7827 will be one of the key focus areas of our business and is expected to contribute significantly to our revenues over the next three-five years. We are looking at leveraging our programming and marketing abilities, as well as the first mover advantage to become one of the key players in this space."
Apart from its exclusive content from the Star bouquet, Star 7827 has also aggregated licensed content to offer popular mobile services such as exclusive ring tones, astrology predictions from Bejan Daruwalla, jokes and other exclusive mobile games like Super Simpoo.
Viren Popli, senior vice-president of Star Interactive, Star India, said, "We have put together an offering that synergises our programming strength and global learning of entertainment 'on the go'. The content will be continuously refreshed so as to create stickiness with the consumer."
As part of its go-to-market strategy, Star 7827 has launched a series of TV promos, which is a shift from the thrust on interact-to-win to popularise the Star 7827 brand.
Do you want to discuss stock tips? Do you know a hot one? Join the Stock Market Investments Discussion Group
