Case Study _ Star TV

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BACKGROUND

Star India Private Ltd, India’s No.1 television network is the most widely watched

entertainment channel focusing on programs such as drama, comedies, film review shows,

talk shows, romance and just about every other entertainment show capturing unshakable

audience attention.

BUSINESS CASE

Star TV desired to gain extra reach on the release of their new serials, to be aired in the

network’s prime channels like Star Plus, Star Movies, Star Gold, Star World, Channel [V]

and Life OK. The brand ensured that their fans would not miss out on shows and hence

preferred to allow them a peep into the trailers and promos of these shows.

SOLUTION

Mobile; a device present across classes

was used by STAR to reach out to their

wide-ranging audience. BUZZ, the location

based solution provider enabled a

miniature STAR channel which delivered

content from the prime channels onto

audiences’ finger tips. The content

included exclusive trailers and promos of

the upcoming leading shows, generating

interest & curiosity even before it was

aired. Show-timings of these programs

were an ad value which was shared

alongside the trailers.

BUZZ hotspots delivered content highlights of their prime stations like Star Plus, Star

Movies, Life OK, Star World, Channel [V] and Star Gold. BUZZ is present over 2000

locations across India in 18+ cities which are placed across outlets like Café Coffee Day,

Barista, Spencer’s , leading restaurants, theatres ,malls and even at the railway station.

Case Study _ Star TV

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RESULTS

• Over 3,30,000 engagements were achieved in a month, which exceeded the brand’s

expectations

• On an average each user experienced 7 types of content

• 25% of the users were repeat users, showcasing the interest level in the content

• Coffee Day outlets were recorded to be the popular hotspots where information on

BUZZ was accessed

HIGHLIGHTS

Through BUZZ the users’ engagement level with the brand was measureable , which

is otherwise not possible in the other forms of media