Aggressive and innovative social media strategy helps the channels engage with their viewers.
BestMediaInfo Bureau | Delhi | February 22, 2011
STAR World and STAR Movies have scripted yet another success story and this time on Facebook, which seems to have very rapidly become the social platform of choice for youth in India. The channels have an online community of over 3.35 lakh fans on Facebook on the last count, leaving behind their competition and some of the news and broadcast portals by a superlative margin. The leading Movie channel & English GEC, now emerge as clear favorites on Facebook through an aggressive and innovative social media strategy that engages users in a dialogue around their diverse content on a continued basis.
Commenting on the occasion Saurabh Yagnik, General Manager & Senior VP, English Channels, Star India Pvt. Ltd said, “Our goal was to create innovative ways to engage our viewers with our content across multiple screens and platforms. People have grown increasingly accustomed to a number of these platforms – be it their ipod, TV, mobile or laptops and so on. Our strategic focus on establishing a stronger presence in the social media space has catapulted STAR Movies & STAR World into a higher user engagement stratum. We are dedicated & focused to create a digital impact as much as our efforts directed towards our television channels. Using this approach we have managed to reach and engage the English content consuming audience in India and build such a large community around them.”
STAR World & STAR Movies take engagement of their online viewers very seriously. If their viewers are available on Facebook post midnight they reach out to them accordingly. There are alert mechanisms and customized video promos for online usage only that inform viewers about missed and upcoming episodes and specials. Channel fans from Facebook are invited to their office on a regular basis for interactions and debates to better their bouquet of offerings on television and online.
The channels have not only witnessed an increase in fan base over the last few months but the total number of monthly active users have also gone up to 1,82,114. Every month an average of 12,000 and 30,000 new fans get added to the STAR World and Movies fan pages respectively. This is facilitated by various tools of engagement ranging from contests to developing a number of unique applications for its users.
Saurabh further adds that “Changes in our Programming and Content selection strategy seem to have paid great dividends too. We will soon be launching a special Viewer Partner Programme to engage our Facebook fans as our council of advisors on a month on month basis. We are hopeful that it will further yield results on our viewership as well. Our next step would be to grow this community further by devising more innovative engagement tools.”
Some of the contests initiated for STAR World include ‘The Be Like Betty Contest’, where fans could create their own magazine cover to win a 3 month internship with Elle magazine. A “Crack The Code Contest” was initiated with the launch of a new show, Burn Notice, thus increasing the levels of interaction. On 26th January’11, fans were also given the right to vote for their favorite shows they would like to watch on television, thus heavily increasing participation on their FB page.
The STAR Movies page has also hosted a number of applications and contests on Facebook. Some of the examples are, The Opening Night – giving away latest movie tickets and merchandise as well as video previews of the latest theatrical releases; The Dynamite Decade on STAR Movies, showcased a number of applications on the Facebook page, including reminders of favorite movies from the Decade, coupled with games increasing interactivity. Showcasing the Oscars also brought fans alive through trivia applications and Predict & Win contests – with an eye on the Grand prize of the chance to win a trip to the 2012 Oscars in LA.
Both channels listen, respond and interact with its fans on Facebook, increasing participation and dominating both the digital space as well as the English entertainment space! The channels expect the numbers to grow even more with initiatives like Torrentz where more and more fresh international content will be brought to fans in India at the same time as their global counterparts.