STAR World launches Viewer Partner Programme

Takes a giant leap to strengthen its consumer engagement by launching interactive digital app on Facebook

BestMediaInfo Bureau | Delhi | September 14, 2011

STAR World, India's leading English GEC, introduces a path breaking digital initiative on Facebook, called the Viewer Partner Programme (VPP). Aimed at capturing customized research from its core audiences on the channels overall programming and marketing strategy; Star World's Viewer Partner Programme is an innovative audience feedback tool that strengthens their commitment to engage audiences beyond television in India. This feedback tool has been introduced for the first time by a broadcasting company on Facebook in India and in all probability across the world.

The VPP will facilitate structured feedback from the channel's core TG; thereby channeling their views and opinions on existing programming, on air customized show promos as well as the advertising format. Through this programme Star World will partner with their loyal viewers to assist and incorporate insights into their programming and marketing strategy.

This unique digital application that is designed in-house will have a VPP tab on the STAR World fan page on Facebook. These loyal fans of the channel can partner Star World in defining their future programming and marketing through a process of a basic registration and gain access to the feedback tool. The Viewers subscribing to the VPP will then be authorized to participate in various discussion forums, Surveys etc. The channel will strategically gauge feedback and use it to define future strategies for Star World.

Commenting on this digital innovation, Saurabh Yagnik, General Manager and Senior VP, English Channels, Star India Pvt. Ltd, said, “Our research has shown that Star World's Target Group comprises of viewers who are internet savvy and consumers of social networks. Getting insights on consumer's needs and wants has always been a challenge as our core TG does not actively participate in research. By launching Viewer Partner Programme, we hope to partner directly with our huge, spread out viewer base that comprises of over 2.7 lakh fans on Facebook, and use their insights to continuously refine STAR World's Programming strategy, shows and promotions. Hence this tool would help in procuring the best and most accurate feedback in a systematic manner.”

STAR World's VPP is definitely going to be a game changer in the industry as this Programme will enable the channel to know what the viewer prefers to watch on the television. Currently the Viewer Partner Programme is being initiated for Star World, however going forward it will replicate across the other English Channels with.

Info@BestMediaInfo.com

Info@BestMediaInfo.com