Rebecca Hawkes ©RapidTVNews | 16-09-2011
India’s Star TV is introducing an active feedback channel on Facebook for fans of its English general entertainment channel Star World.
The digital ‘Viewer Partner Programme’, provides a tool for its audience to engage in key areas such as programming, show promos and advertising formats, and will ultimately provide the channel with customised research from its core viewers.
“Our research has shown that Star World’s target group (TG) 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,” said Saurabh Yagnik, general manager and senior vice president, English Channels, Star India.
“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,” he explains. “Hence this tool would help in procuring the best and most accurate feedback in a systematic manner.”
The application, designed in-house, will be accessed via a ‘VPP’ tab on the Star World Facebook page. Viewers can gain access to the feedback tool after registering, which will enable them to participate in discussion forums, surveys and other research vehicles.