MUMBAI: English GEC Star World has introduced a digital initiative on Facebook, called the Viewer Partner Programme (VPP).
Aimed at capturing customised research from its core audiences on the channel‘s overall programming and marketing strategy, Star World’s Viewer Partner Programme is an audience feedback tool that strengthens their commitment to engage audiences beyond television in India. Thisfeedback tool has been introduced on the online social network Facebook in India.
The VPP will facilitate structured feedback from the channel’s core TG; thereby channeling their views and opinions on existing programming, on air customised show promos as well as the advertising format. Through this programme, Star World will partner with its viewers to assist and incorporate insights into their programming and marketing strategy.
Designed in-house, the digital application will have a VPP tab on the Star World fan page on Facebook.
Viewers can partner the channel 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 authorised to participate in various discussion forums, Surveys etc. Star World will strategically gauge feedback and use it to define the channel‘s future strategies.
Star India GM, senior VP, English Channels Saurabh Yagnik 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.”
Star World’s VPP aims to be a game changer in the industry as this programme will enable the channel to know what the viewer prefers to watch on television. Currently, the Viewer Partner Programme is being initiated for Star World, and going forward it will replicate across the other network English channels.
