Star India selects Accenture for digital distribution

DetailsMichelle Clancy | 21 April 2015

Star India, one of India's entertainment broadcasters, has selected Accenture to help develop, launch and deliver its over-the-air programming to India's online, multiscreen consumers.

The hotstar service is built on the Accenture Video Solution (AVS) software platform, and will be funded primarily through advertising, using the platform's new digital advertising functions. It will have a catalogue of more than 45,000 movies and television series. Leveraging AVS, Star can deliver broadcast-quality content to consumers on a wide variety of devices over Wi-Fi, 4G, 3G and 2G networks, including those with limited bandwidth resources such as 2G feature phones.

"With hotstar, our ambition is nothing less than the establishment of a whole new model for on-demand video consumption in the world," said Sanjay Gupta, Star India COO. "We will drive dramatic innovation on this platform with benefits for both users and advertisers. Accenture has been a valuable partner in this effort. They are walking side by side with us in creating this compelling platform, bringing the best of their product and technology expertise to the table. Together, we will establish compelling new benchmarks in the over-the-top space."

In addition to service delivery, Accenture is managing the hotstar operations using the client's on-site team in Hyderabad and Accenture's Global Video Operations Centre in the Philippines.

"By creating a digital video service available on multiple screens, Star has secured its status as India's most advanced next-generation content provider," said Ashish Khanna, managing director for Accenture's Communications, Media & Technology operating group in India. "It is one of the first services globally to offer entertainment, movies and sports on a single platform for free while enabling new consumption models. This provides consumers access to a rich catalogue of content delivered online with interactive advertising formats that provide multiple opportunities for content monetisation by Star's advertisers and we're excited to be Star's delivery partner."