Seems like the internet has got just the thing what contemporary TV shows need, exclusive viewership. No doubt, Star Plus have been constantly in news for using digital media strategies for every new show they think needs more audience. This time around, Mahayatra… Rishton Ka Anokha Safar which they call it a spiritual adventure reality show, will be promoted via mobile and internet.
This show has already booked around 25 slots a day on various FM radio bands for its promotion. Other than that, Star Plus have extensively placed banners on travel sites like IndianRailway and Yatra.com. Apparently a lot of travelling should be a part of this show where pilgrimage all across India is the major theme.
Besides Aaj Tak, Star News, India TV, Zoom, MTV and B4U are also being used to promote the innovative show to reach their audience majorly from Mumbai, Delhi, UP & Gujarat. Star India EVP marketing Anupam Vasudev said, “While 15 per cent of our marketing budget is skewed towards radio, we are also using mobile and digital extensively.”
At WATBlog we’ve seen that Star News has already made way for digital marketing by introducing Mobile TV for more viewership. They tied up with Apalya Technologies’ Mimobi TV to monetize its mobile TV content through the paid-content route. They also started sharing content with users through SMS, voice and mobile Internet in association with One97 Communications.
Star Plus acknowledged the demand of matrimonial sites and tied up with Shaadi.com. This wasn’t just another tie-up, since they started a whole new series of reality show based on matrimony. Here the war between various matrimonial sites was cited as they could have tied up with rival TV channels to implement their version of marketing plan.
Star Player on the internet was also used earlier to telecast TV series like Aap Ki Kachehri (Season 2) anchored by Dr Kiran Bedi and family drama, Sajan Ghar Jaana Hain before being aired on television. All these moves shows only one thing, that is Star Plus has recognised the importance of online media when it comes to spreading awareness before a show is launched. But, companies lile Nautanki.tv and Apalya are making the best of this as they can monetize from this to attract more such tie-ups and most importantly advertising.