STAR TV to launch HD versions of its key channels in India

STAR TV has decided to launch the HD versions of its key channels in the Indian market. The HD versions are expected to be rolled out on April 18 and will include StarPlus, STAR One, STAR Movies and STAR Gold.

The network has commissioned global digital content services group Prime Focus Technologies (PFT) to design its content operations infrastructure. PFT, a part of the Prime Focus Group, is one of the few content management companies with a platform that can handle HD multi-platform content operations.

The infrastructure is based on PFT's CLEAR technology platform, which helps manage the end-to-end digital workflows.

The new initiative will allow STAR TV to drive operational efficiencies within its organisation, take more creative control of its content and leverage the opportunity to monetise new multi-platform delivery models.

PFT will provide STAR TV with three key components:

The creation of a dedicated network infrastructure connecting the digital media supply chain to STAR TV:

Under this model, production companies, brands and advertising agencies are connected by PFT via the fibre to the broadcaster, and ultimately, to the play out locations and multi-platform delivery channels to enable end-to-end file based operations.

The deployment of an integrated content operations platform:

The CLEAR technology platform puts STAR TV's content at the centre of its organisation, enabling concurrent, rather than sequential workflows and driving efficiency growths across the business.

The creation of a multi-platform processing, packaging and delivery infrastructure:

This component allows STAR TV to both monetise its content, aided by data-modelling and cataloguing, and to quickly customise content for distribution across different platforms.

Therefore, the benefits to STAR TV through this partnership are - time and cost savings, driven by operational efficiencies, more creative control of content by placing it at the centre of the organisation, and new revenue streams enabled by the opportunities for quicker and more efficient multi-platform delivery.

Sanjay Gupta, chief operating officer, STAR TV, says, "The future of the broadcasting industry lies in digitisation. With this initiative, we are opening the door to digital workflows, allowing us to more effectively scale our business, embrace the migration to HD and increase our focus on non-linear platforms."

"We will drive the transition from tape to file, recasting broadcast infrastructures to cater to next generation consumers and their multi-screen entertainment requirements," added Namit Malhotra, global chief executive officer, Prime Focus.