1. Case Study _ Star TV
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.
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2. Case Study _ Star TV
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
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