Newscorp’s STAR India recently launched its revamped website – www.star7827.com – to drive its mobile content strategy. The company has several plans up its sleeves including a mobile audio channel due for launch sometime in July. One man is spearheading STAR India’s digital content initiatives – it’s Viren Popli, Senior Vice President, Interactive Services. I caught up with Popli on phone for a quick chat before he headed out for a 10-day vacation. Excerpts:
Tell us about your digital strategy?
Digital content is a very exciting space. It’s a whole new opportunity. I am not talking about digitizing just the existing content. But I am talking of creating new digital content. It’s a great way to interact with customers, and a great platform.
Do you work with your international parent on digital strategy?
We all work independently. We have local content teams, local technology people and so on. We want to be in this space seriously.
How is your digital division structured?
The mobile and the internet divisions are separate. The internet division chases people, build a community and drive traffic to mobile too.
How many people do you employ?
We are growing rapidly, and we keep adding people. We expect to grow in multiples of 10. We are more interested in creating an -
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