Bringing Star TV India into the digital world

/NNOVAT/NG
BRAND + AUD/ENCE
ENGAGEMENT
/NVOLVEMENT
Friday 4 July 2014

1. DEMONSTRATE HOW THE CHANNEL CAN CREATE A SUSTAINABLE
COMPETITIVE ADVANTAGE FOR ITSELF BY ADAPTING A DIGITAL
STRATEGY
2. HOW CAN WE LEVERAGE DIFFERENT SCREENS TO INCREASE
THE CHANNELS VIEWERSHIP/ TRPs?
3. HOW DO WE BOND WITH OUR TG ON A DAILY BASIS AND
MEASURE THE SAME?
PREMIUM
HOLLYWOOD
DESTINATION
PREMIUM ENGLISH
ENTERTAINMENT
DESTINATION
All copyrights reserved with And Then Digital Arts Pvt. Ltd.
Friday 4 July 2014

STAR
GAZING
ALL DAY
Friday 4 July 2014

&Then THE SOLUTION
PREMIUM ENGLISH
ENTERTAINMENT
DESTINATION
Friday 4 July 2014

&then HELIX tool
CONVERTS PEOPLE
INTO MEDIA
Friday 4 July 2014

IDENTIFY INFLUENCERS
- HOME BUDDY
- FAMILY ORIENTED FUN
- GOURMAND
- DRIVEN BY LIFESTYLE, KNOWLEDGE,
- TRAVELLER AND CULTURAL HOD
- THINKS ABOUT - FOOD, NUTRITION
- PARALLEL SCREEN CONSUMER
- DIGITAL SOCIAL
> 24-26YRS
> SINGLE+MARRIED >
WOMEN/ MEN
> SEC AA+
> MHI > 50,000
> URBAN
- MAKE MENUS - NOT THE DISH
- DOESN’T LIVE IN THE KITCHEN
- LOVES FOOD
- EXPERIMENTS WITH CUISINE
- CHEF’S ARE FRIENDS
- TASTING SESSIONS WITH FRIENDS + FAMILY
- NUTRITION CONSCIOUS
- ORGANIC LOVER
- GOURMAND
- WELL TRAVELLED
- INGREDIENT HUNTER
- ACCOLADES SEEKER
Friday 4 July 2014

INSIGHT USING BAITS
THERE’S A
MASTER CHEF IN
EVERYONE
WE ARE A
COUNTRY OF
ARMCHAIR
SPECIALISTS
INDIANS LOVE
CRITIQUING
FOOD!
S SIMPLIFY
Friday 4 July 2014

MOTIVATE
HUNT FOR
INDIA’S
BEST
FOOD CRITIC!
USER BEHAVIOUR
U UNIFY
Friday 4 July 2014

ENGAGE USER BONDING
OWN THE
AUSTRALIAN-NESS OF
MASTER CHEF!
We communicate to the food
critic in everyone and own the
conversation about enjoying
food through a contest
!
LET’S
TALK
ABOUT
THE FOOD
MATE
Friday 4 July 2014

ENGAGE USER
JOURNEY
INTERACTIVE BANNERS:
DISPLAY ADS, FB AND OTHER MEDIA CREATE AWARENESS.
VIRAL: PEOPLE FIGHTING AND ARGUING WHILE EATING FOOD/ FOOD FIGHTS
AUDIENCE LANDS ON - MASTER CRITIC CONTEST PAGE
AUDIENCE LOGS IN AND ALLOWS THE “MASTER CRITIC” APPLICATION TO ENTER THE
CONTEST AND CAN INVITE FRIENDS TOO
EVERY ONE IS ASKED 3 ROUNDS OF TESTS EVERY WEEK - CONTENT - FOOD STYLING, INGREDIENT ORIGIN,
DISH IDENTIFICATION, CALORIE COUNTER PREDICTION, CHEF IDENTIFICATION!
WITH PRE-DETERMINED WEIGHT-AGE USED TO GOVERN ADVANCEMENTS.
EVERY 2 WEEKS LEADER OF THE BOARD MAKES IT TO THE FINAL ROUND OF MASTER CRITIC, BUT IN
ORDER TO STAY ON TOP THEY HAVE TO MAKE MINIMUM POINTS A WEEK THROUGH PARTICIPATION
FORTNIGHTLY MASTER CRITICS GET BRAGGING RIGHTS AS BADGES.
AND THEY ALSO GET TO SUGGEST QUESTIONS FOR THE NEXT 3 ROUNDS.
ALL THE MASTER CRITICS THEN HAVE A MASTER FACE OFF -
WHICH WILL BE A LIVE TWEET-IN CONTEST FOR A LIMITED TIME
ALL ACTIONS / RESULTS WILL BE AUTO-POSTED ON FB AND OTHER SOCIAL MEDIA IN A
STAGGERED MANNER TO CREATE STEADY FLOW OF UPDATES AND DRUMMING UP EXCITEMENT
WINNERS WILL BE DECLARED ON AIR VIA ADS/ MENTIONS AND ONLINE VIA ADS
WRONG ANSWERS WILL CREATE AUSTRALIAN ACCENT RETORTS BY JUDGES.
CORRECT ANSWERS WILL LEAD TO ADVANCEMENT.
Friday 4 July 2014

BANNERS
Friday 4 July 2014

MICROSITE
Friday 4 July 2014

MASTER
CRITIC
APPLICATION
Friday 4 July 2014

FB
Friday 4 July 2014

MEDIA
STRATEGY
60%
25%
15%
SOCIAL MEDIA SPEND PLAN
facebook
youtube
linked in
60
30
10
AD SPEND BREAK-UP
google ad-words
direct ad placements
sponsored sections
Friday 4 July 2014

CAMPAIGN
PLAN
- Youtube virals and ads hit the ﬂoor
- Microsite for MC goes live
- Contest and Show Launch related activity
- Star World Pages on Social networks change to MasterChef creatives
- MC Facebook application launches
- Campaign Fleshed Out.
- Promotions on FB, Microsite, Twitter, ecnouraging others to check these 24 people out and build teams for them.
- Blog Posts on StarWorld.in
- Finals and winners
- Email Digest Subscriptions Begins
- Post update on the winner getting the gratiﬁcation. Announce End of Season.
Week 10-12
Week 9 to 10
Week 5,6,7,8
Week 3-4
Week 1 to 2
show

goes
live
Friday 4 July 2014

FEEDBACK
TRACK COMMENTS ON
SOCIAL MEDIA TO
UNDERSTAND AUDIENCE
BEHAVIOUR AND
CONSUMPTION
INTERACTIVE
UNDERSTANDING
Friday 4 July 2014

REFINE
CONTENT
PUSH BRANDED
CONTENT BASED ON
VIEWERSHIP
AND ENGAGEMENT
M MONETIZE
Friday 4 July 2014

Let’s
change
channels!
Friday 4 July 2014

PREMIUM
HOLLYWOOD DESTINATION
&Then THE SOLUTION
Friday 4 July 2014

HELIX
CONVERTS PEOPLE
INTO MEDIA
Friday 4 July 2014

IDENTIFY INFLUENCERS
- EVOLVED THINKER
- CONCERNED URBAN DWELLER
- HOME BUDDY
- GROUP ACIVITY ORIENTED FUN
- CARES ABOUT THE WORLD AROUND
- DRIVEN BY THINGS THAT SHOW HIGH
SOCIAL AWARENESS
- THINKS ABOUT - THE RISING SEA LEVELS
AND GLOBAL WARMING
- PARALLEL SCREEN CONSUMER
- DIGITAL SOCIAL
> 24-26YRS
> SINGLE+MARRIED >
WOMEN/ MEN
> SEC AA+
> MHI > 50,000
> URBAN
- DIGITAL NATIVE
- MOVIE BUFF
- TREND SPOTTER
- HIGHLY SOCIALLY AWARE
- KNOW THEIR DUTIES AND RIGHTS
- BELIEVES IN A BETTER TOMORROW
- IN INVOLVED OR IS LOOKING TO GET INTO
SAVING THE ENVIRONMENT
- NATURE LOVER
- TRAVELLER
- CONTRIBUTOR TO SOCIETY
- LOOKING FOR A LEGITIMATE TRACKABLE CAUSE
- LIKES TO BELIEVE THEY ARE DOING GOOD
- THINKS HOLISTICALLY
Friday 4 July 2014

INSIGHT USING BAITS
THERE’S A
PHILANTHROPIST
IN EVERYONE
WE ARE A
COUNTRY OF
NATURE
LOVERS
WE ALL
WANT
TO BE SEEN
DOING GOOD!
S SIMPLIFY
Friday 4 July 2014

MOTIVATE
CREATE A
DO GOOD
MOVEMENT
USER BEHAVIOUR
U UNIFY
Friday 4 July 2014

ENGAGE USER BONDING
OWN THE
GOOD DEED
OF THE DAY!
We communicate to the socially
aware soul in everyone and own
the conversation about going the
extra mile for a good cause
Friday 4 July 2014

ENGAGE USER
JOURNEY
INTERACTIVE BANNERS:
DISPLAY ADS, FB AND OTHER MEDIA CREATE AWARENESS.
VIRAL: PEOPLE IN INDIA DOING GOOD FOR THE ENVIRONMENT
AUDIENCE LANDS ON - AVATAR’S “HOW FAR WOULD YOU GO” CAUSE PAGE
AUDIENCE LOGS IN AND ALLOWS THE “HOW FAR WOULD YOU GO” APPLICATION TO START
DOING GOOD AND CAN INVITE FRIENDS TOO
EVERY ONE IS ASKED TO CREATE THEIR CAUSE OR VOTE FOR OPTIONS AVAILABLE UNDER HOW FAR
WOULD YOU GO FOR THE FUTURE OF EARTH THEME?.
OPTIONS: GREEN TRAVEL, ECO LIVING, SUSTAINABLE ARCHITECTURE, SUSTAINABLE FOOD
PEOPLE ARE ASKED TO SOLVE THE PROBLEM BY CONTRIBUTING ORIGINAL IDEAS, INVITE
COLLABORATIONS, AND VOLUNTEER TO MAKE THEIR IDEA COME TRUE.
AS PEOPLE FORM GROUPS AROUND IDEAS/ CAUSES THEY START PROPAGANDA TO GET AS MANY FRIEND’S INVOLVED.
IF MORE THAN 1000 PEOPLE RALLY BEHIND AN IDEA THE GROUP UNLOCKS A VIRTUAL AVATAR CURRENCY.
AUDIENCE DONATION: CAN BE CONVERTED INTO REAL CURRENCY AS A DONATION FROM STAR’S SIDE TO MAKE IDEA COME TRUE.
STAR WILL IDENTIFY INDIA SPECIFIC NGO FOR DONATING.
AND PEOPLE CAN DONATE DIRECTLY TO THEM TOO - VIA OUR SITE.
STAR DONATION: 1 RUPEE DONATED BY EVERY EMPLOYEE FOR THE PERIOD OF THE CAMPAIGN
REPORTING: PEOPLE WILL GET TO SEE PHOTOS OF WHAT GOOD THEIR DONATIONS HAVE DONE.
EVEN AFTER THE MOVIE IS OVER
THE CAUSE WHICH GETS MAXIMUM VOTES IN FIRST 1/4TH OF TOTAL CAMPAIGN TIME IS ADOPTED BY STAR
MAKE DOCUMENTARIES ON ALL PEOPLE/ PROJECTS BEHIND SUCCESSFUL PROJECTS
Friday 4 July 2014

Friday 4 July 2014

BANNERS
Friday 4 July 2014

FB
APPLICATION
Friday 4 July 2014

CAMPAIGN
PLAN
- Youtube making and exclusive avatar clips introduced
- Microsite and How Far will you go contest announced
- James cameron Trivia engagment on social platforms
- Star Movies Pages on Social networks change to AVATAR creatives
- Avatar Facebook application launches
- Promotions on FB, Microsite, Twitter, to build hype and buzz on
- How Far will you go and the Show Time of the movie
- Blog Posts on StarMovies.in
- Movie show and time hyped and advertised
- Share your fun night engagement activity
- Post update on the winner getting the gratiﬁcation.
- Get people to post their fun night activityWeek 5
Week 4
Week 3
Week 2
Week 1
MOVIE
goes
live
Friday 4 July 2014

MEDIA
STRATEGY
80%
20%
SOCIAL MEDIA SPEND PLAN
facebook
youtube
80
20
AD SPEND BREAK-UP
google ad-words
direct ad placements
Friday 4 July 2014

FEEDBACK
TRACK COMMENTS ON
SOCIAL MEDIA TO
UNDERSTAND AUDIENCE
BEHAVIOUR AND
CONSUMPTION
INTERACTIVE
UNDERSTANDING
Friday 4 July 2014

REFINE
CONTENT
PUSH BRANDED
CONTENT BASED ON
VIEWERSHIP
AND ENGAGEMENT
M MONETIZE
Friday 4 July 2014

&then zoom out
Friday 4 July 2014

DIGITAL
USER
BEHAVIOR
CHANGE
PLAN FOR
12-36
MONTHS
Friday 4 July 2014

2010
2015
india’s internet
users
by 2015
india’s internet
usage per channel
pc only
pc + mobile
mobile
2011
india’s internet
usage per
channel
pc only
pc + mobile
mobile
McKinsey digital consumer survey
by 2015
india’s internet
usage
550 million active mobile users
250 million internet capable handset users
25 million active mobile internet users
INTERESTINGLY, INTERNET ON
HANDHELD IS EMERGING AS THE
DEVICE OF CHOICE
mobile
internet
users
men
women
WHAT IS HAPPENING AS WE SPEAK?
Friday 4 July 2014

DRIVING FORCE
BEHIND THE
TECHNO-SOCIO
SHIFTS
ONLY WAY TO ACCESS CONVENIENCE CHEAPER EASIER
SEAMLESS,
INSTANT,
INTERACTIVE
ACCESS TO CONTENT
FROM ANYWHERE.
WHY PEOPLE USE MOBILE INTERNET INSTEAD OF PC?
40% 41% 39%
31%
Friday 4 July 2014

THE FUTURE OF
ENTERTAINMENT
ECO-SYSTEM
CONTENT
DELIVERY
HAS EVOLVED
PAY PER VIEW
PAY PER CLICK
PAY PER CHANNEL
PAY PER USE
broadcast to
Friday 4 July 2014

WHAT
PEOPLE
WANT?
NEED ACTION CHALLENGE OPPORTUNITY
I MUST WATCH XYZ? REACH A TV ON TIME
PEOPLE WHO DO NOT SEE THE SHOW? MISS THE SHOW LACK OF INTEREST? FEEDBACK AND ENGAGEMENT
MISS THE SHOW
PEOPLE FORGET THE TIME IN
TODAY’S HECTIC LIFESTYLE?
CAN BE REMINDED
WHAT IF I HAVE MISSED IT ON TV?
WHEN, AND WHERE CAN I CATCH REPEATS
AT MY CONVENIENCE?
CONSUME CONTENT AVAILABLE - ON DEMAND PROVIDE SEAMLESS ON DEMAND CONTENT
WHAT IF I WANT MORE THAN TV?
WHAT IF I LIKE A SHOW IDEA SO MUCH
THAT I WANT TO BE INVOLVED?
PEOPLE EXPECT MORE THAN
JUST ENTERTAINMENT -
DEPENDING ON SHOW FORMAT
CREATING ENGAGEMENT
PLATFORMS
CHALLENGE
CONTENT CONTEXT
HOW CAN WE
EFFECTIVELY DRIVE
PEOPLE BACK TO THE TV
SCREEN
DIGITAL INPUT TO
BEHAVIOUR CHANGE
Friday 4 July 2014

S
U
M
SIMPLIFY
UNIFY
MONETIZE
Friday 4 July 2014

HANDHELD: PHONE/ TABLET
ON DESK: LAPTOP / DEKTOP
ON WALL: TV/ HD
REMIND/ TEASE/ USABILITY/ ENGAGE/ INTERACTIVITY
CLOUD CONTENT: REMIND/ TEASE/ ENGAGEMENT/ CONTENT SOURCE/
SHOW/ INFORM/ INTERACTIVITY
USE MOBILE AND PC SCREENS
FOR DRIVING PEOPLE TO TV
SCREEN STRATEGY
DIGITAL MEDIA INTERNAL/ EXTERNAL PROPERTIES
OOH OFFLINE ENGAGEMENT WITH DIGITAL INTEGRATION
TVC PROMOTE DIGITAL
CREATE DIGITAL GO TO PLATFORMS - OWN
CATEGORIES BEYOND SHOWS
Friday 4 July 2014

&then
the solution
Friday 4 July 2014

STAR
GAZING
APPLICATION
Friday 4 July 2014

W E A
R
E
AWARENESS
REMIND
ENGAGE
STAR
GAZING
APPLICATION
HOW
IT
WORKS?
Friday 4 July 2014

W E A
R
E
AWARENESS
REMIND
ENGAGE
The New Show widget within
the app can/will be modiﬁed
according to the show being
produced, MasterChef in this
case.
Once the season is done, this
section will host a new widget
for a new show.
This way we can keep things
cyclic, while the core
interactions remain the
same and in fact build over a
period of time.
The New movie/ festival widget
within the app can/will be
modiﬁed according to the next
one - Avtaar in this case.
Once the movie/ festival is
done, this section will host a
new widget for a new one.
This way we can keep things
cyclic, while the core
interactions remain the same
and in fact build over a period
of time.
STAR
GAZING
APPLICATION
Friday 4 July 2014

STAR
GAZING
ON MOBILE
Friday 4 July 2014

STAR
GAZING
ON-SOCIAL
Friday 4 July 2014

REFINE
CONTENT
APPLICATION
CO-CREATION
DISTRIBUTION
BASED ON
VIEWERSHIP
AND ENGAGEMENT
CHANGING
PROGRAMMING TO
SUIT SHIFTING
CONSUMER NEEDS
BASED ON USAGE AND
ENGAGEMENT
IDENTIFYING CONTENT
RELEVANT TO
CONTEXT OF PEOPLE
Friday 4 July 2014

Sponsored Branded Content
Pushed through App
Paid and subscribed
content
+ Users
Sponsored Sections on the website
bundled
with on-air Sponsorship
Generic Sections with rate
card on all digital properties
Sponsored
Email shoots to organic user email lists
+ Sponsored Facebook and twitter updates (brand plugs)
Ads on the App across platforms.
Sponsor Leader Board winning
prizes
MONETIZATION
PLAN
DIGITAL ECOSYSTEM
APP ECO-SYSTEM
Friday 4 July 2014

Advertising
Sponsorships
User List
+ Have standard Media Rate Card for digital
+ Include Social Media base in ad plans
+Incontent ads on videos + articles on Star
properties
Bundle digital reach with TV Show sponsors
+Create sponsored sections for user engagement.
Like polls + sponsored content and web shows
Build user list through content selling on Star
properties
Bundle this list as part of reach and engagement ad
sales
e.g. weekly digest mail to blog and site subscribers
TRACKING
MONETIZATION
MEASUREMENT
Reach
Leaderboard Engagement
Revenue Generation
+ Trafﬁc and user base
numbers on Star
Websites and social
media platforms
+ Email and mobile subscribers
Engagement on the Star Gazing App is built on a
point system based leaderboard. To increase
The participants in this will be a goal once a
signiﬁcant app user base is built
Creating newer scope for Revenue generation of
The digital arm by integrating COMMSUMERISM
with
Revenue targets for Each digital property
APPLICATION
MONETIZATIONS
DIGITAL
MONETIZATIONS
Advertising
Sponsorships
Subscribers
+ CPM /CPC
Banners and Text Ads
On the App
Sponsors pay for
+App Skin branding
+ New Show Widget
+ Star Trivia Games Prizes
+ Leaderboard Winner Prizes
Users Pay for
+ Exclusive content
+ Past reruns or archived content
+ Access to Star sponsored
events
+ Licensed content
Friday 4 July 2014

STAR
GAZING
ALL DAY
To
know
how
we
can
help
you
Email:
daakpe,@andthen.co.in
Friday 4 July 2014

Bringing Star TV India into the digital world

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