STAR India recreates Brand 7827

The advent of high-end mobile phones in the market has paved the way for a competitive mobile entertainment market. Some of the leading players in this market are Hungama Mobile, Mauj Telecom and Mobile2win. Now, STAR is foraying aggressively into mobile entertainment with its well-known brand, 7827, but in a new avatar.

STAR 7827 will provide personalised products such as ringtones and wallpapers, entertainment products such as games (Super Simpoo), interactivity, mobisodes, audio-visual products and information products such as news, astrology (by Bejan Daruwala), jokes and personalised searches. In fact, STAR India has tied up with all the leading mobile service providers for these services.

To promote their latest offering, the company plans to launch a series of funny television campaigns featuring a South Indian character called Muthuswamy, played by South Indian film star Chinni Jayanth. These campaigns will be aired on the STAR India network channels.

STAR 7827 was till now only a medium to increase interactivity between the network and its viewers via questions and votes. But from now on, the service will create, distribute and market content through tie-ups with Indian and international companies. When asked the specific reasons for venturing full-on into mobile entertainment, Sameer Nair, CEO, STAR India, says, “It was a conscious strategy. We wanted to capitalise and leverage the STAR brand. This makes STAR India a major player in broadcasting, the Internet and in mobile entertainment.”

Given the existence of so many other mobile content providers and Indian inhibitions about accessing such content via mobile phones, how does STAR plan to break the ice? “It is usually the content that dissuades the audience from accessing entertainment on their mobile phones. We are sure to create better interface and interesting content, which will drive the audiences to STAR 7827,” explains Viren Popli, senior vice-president, STAR India.

“Moreover, with about 80 million mobile users in our country, this particular market will cease to be up-market. Our focus will be to make it a mass desire and mass market,” adds Nair.

STAR has also launched a website for 7827, www.star7827.com, an interactive website, which will serve as a platform for audiences to learn more about their phones, share opinions about mobile content and services and exchange their views and experiences on the various offerings.

STAR will also launch STAR Voice, a dedicated, multilingual, mobile audio entertainment channel, soon. Meanwhile, Nair confirmed that the third season of ‘Kaun Banega Crorepati?’ will commence next year.

© 2006 agencyfaqs!