afaqs!

STAR Network's first online video ad roadblock

By afaqs! news bureau , afaqs!, New Delhi | In Digital | September 22, 2009
STAR Network owned online video site, Startv.in, will only play Tata Photon Plus online video ads for five days

From September 22 to 26, all the video clips available on STAR Player (Startv.in) will only play Tata Photon Plus animated video ads as a pre-roll and a static banner ad at the end of the video clips.

This activity is actually a part of the online video ad roadblock deal between STAR Network and Tata Teleservices, through which the telecom company wants to create visibility and generate awareness about its mobile broadband service brand. The Tata Photon Plus video ad will direct users to the Tata Indicom website.

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Namrata Balwani, chief operating officer, Media2win, says, "We found synergy between STAR Player and Tata Photon Plus as STAR Player has the content that requires hi-speed video streaming and Tata Photon Plus is a hi-speed wireless Internet access device suited for such needs." Digital agency Media2win handles the Tata Photon Plus account.

Speaking to afaqs!, Gurtej Sandhu, senior vice-president, Digital and IT, STAR India, says, "This is the first time that STAR Network will execute an ad roadblock on its online video property. Earlier, the network has carried out ad roadblocks on its TV channels only."

Unlike ad roadblocks on its TV channels, STAR Network will not charge any premium from Tata Teleservices for the online video ad roadblock.

The advertising deal is based on pay-per-view model, according to which the telecom company will only pay for those videos which will be viewed by the users on the site. The website claims it receives about 1.5 to 2 million video views on a daily basis.

STAR Player also plans to rope in advertisers as sponsors for the online video content on the website. It implies that STAR Network may get different advertisers to sponsor the same video content available in both online and offline spaces.