Star India announces digital solution for advertisers

Star India has announced Star Content Live, a platform where the network will provide its advertisers and business partners a tapeless TV commercial delivery service.

It will enable the advertisers to deliver their TV commercials for telecast across the Star network. The network claims that the service will enable better cost and time efficiencies across the value chain, and a tapeless end-to-end workflow that is safe for HD and SD digital advertisement distribution.This initiative also forms a part of their movement to reduce the carbon footprints by terminating the use of tapes for all TV commercials telecast across the network.

On the announcement, Kevin Vaz, president, ad sales, Star India, said, “At Star, we believe that receiving tape-based commercials from advertisers is riddled with time and cost inefficiencies. The order-to-air cycle is slow and involves logistical and preparation costs such as purchasing tape, dubbing, shipping, digitising again for play-out etc. It is also vulnerable to outside factors such as custom hold-ups, traffic etc. which can further delay the process. Going tapeless, in addition to being a greener option, also eliminates many of these inefficiencies. We are sure that our advertisers, business partners and eventually the whole TV broadcast industry would move to this digital solution sooner rather than later.”

Advertisers on Star network can avail of this service by delivering their commercials using any one of the following three options:

Option 1: Upload commercial as a file on http://content.startv.com/tvc via the internet.
Option 2: Drop the commercial in a returnable hard drive at the STAR TV Kiosks located in Mumbai, New-Delhi and Kolkata.
Option 3: If the commercial is being compiled at a Prime Focus studio, the studio can pick up the final files from the edit suite itself.

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