Star voices itself
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Star has launched a new mobile IVR service " Star 7827 Voice" which offers TV content on mobile phone in an audio format.
Wondering what it means? well…it means if you dial 127827(Bsnl users) or 5057827(Hutch users) and say "Star",you would be able to hear to your favourite Tv soap or even movie content.(now comeon who doesnt watch Ekta kapoor soaps ;)).To start with Star has launched an audio pre-release of Star India’s new prime-time show Karam Apna Apna, a full week in advance. The service is currently available to mobile users only soon would be extendedo landline users also. The content ranges from popular TV and movie content to
jokes, contests, spiritual messages and even ring tones and ring back tones. The service is also currently limited to BSNL and Hutch subscribers, Spice (Karnataka & Punjab) will follow thereafter.
However, Star is not the first player to lauch an IVR service, Indiatimes launched indiatimes voice in 2004, which also provides similar offerings-cricket,movies, dating, jokes, astrology and a lot other stuff. Being the first ones to launch such a service , they also benefit from a pan-India alliance wih telecom operators. Considering that the mobile VAS market in India is growing at around 40% annually, this seems to be a logical step by Star, also because they possess lot of content for the service….what might be slighty tough would be keeping the user hooked on to this service 
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