STAR World has introduced a digital initiative on Facebook, called the Viewer Partner Programme (VPP). VPP will aim at capturing customized research from its core audiences on the channels overall programming and marketing strategy. Through this audience feedback tool Star World wishes to strengthen its commitment in engaging audiences beyond television in India. They claim that this feedback tool has been introduced for the first time by a broadcasting company on Facebook in India and in all probability across the world.
The VPP, they say, will facilitate structured feedback from the channel’s core TG; thereby channeling their views and opinions on existing programming, on air customized show promos as well as the advertising format. Through this programme Star World will partner with their viewers to assist and incorporate insights into their programming and marketing strategy.
This digital application that is designed in-house will have a VPP tab on the STAR World
fan page on Facebook. The viewers of the channel can partner Star World in defining their
future programming and marketing through a process of a basic registration and gain access to
the feedback tool. The Viewers subscribing to the VPP will then be authorized to participate in
various discussion forums, surveys etc. The channel will strategically gauge feedback and use it
to define future strategies for Star World.
Commenting on this digital initiative, Saurabh Yagnik, general manager and senior vice president, english channels, Star India Pvt. Ltd, said, “Our research has shown that Star World’s Target Group comprises of viewers who are internet savvy and consumers of social networks. Getting insights on consumer’s needs and wants has always been a challenge as our core TG does not actively participate in research. By launching Viewer Partner Programme, we hope to
partner directly with our huge, spread out viewer base that comprises of over 2.7 lakh fans on
Facebook, and use their insights to continuously refine STAR World’s Programming strategy,
shows and promotions. Hence this tool would help in procuring the best and most accurate
feedback in a systematic manner.”