News Broadcasting
Star Wireless ready to roll by July end
MUMBAI: Star’s wireless services, thus far known by short code 7827, is to ready roll out in a charged up avatar by the end of July.
Radio City COO, Sumantra Dutta who now dons the additional hat of Star India’s newly created wireless business development division, told indiantelevision.com today that 7827 will be leveraged in the coming months to provide a range of services including exclusive content from the Star stable, mobile gaming (custom made Kyunki… games, to give an example) as well as help lines and info services.
The marketing campaign for the envisaged next big revenue spinner in entertainment is likely to break in the next three weeks. “It’s a good business for a broadcaster like us with television and radio content to get into, because we have the ability to talk to 200 odd million people on a daily basis, and are able to communicate about the 7827 service for tones, downloads, a whole range of service,” says an enthusiastic Dutta.
7827 has been around for two years, but is going to be leveraged like nothing seen before in the next two weeks. Dutta says the decision to give 7827 a focus in terms of making a separate division for it was taken towards the beginning of the year, when it was realised that it would work. An internal project team worked on the concept for India mid 2003, with representations from Star management teams in different markets China, India, Taiwan and the Middle East, of which Sumo Dutta was a part, and where it was decided that SMS was going to have a huge business potential. A couple of months ago, says Sumo, he was given the charge of a separate division to set up to look into this business.
Star Wireless, as it is being termed, will work totally on and feed off television and radio, because the content and the ability to talk to the masses is available only through these media, which can keep reinforcing the message. There will be a large amount of non Star content that Star Wireless will provide, says Dutta
The other content offered could be linked to best deals, astrology, traffic, medical emergencies, logo downloads, wallpapers, mobile phone gaming… the list is endless.
Star Wireless will operate on a revenue share basis with cell operators in the country, all of whom have been tied in, except for BSNL, with whom talks are in progress and with Reliance for the CDMA front. “We are helping further their business,” he points out, by “developing the culture of SMSing and driving mass SMSing.”
Importantly, Star has the wherewithal to educate the masses about how to SMS via the airwaves, as well as push the services.
The positioning of the revamped version of 7827 will be that it is the short code of choice for the masses, and the communication in the campaign currently being worked on is that ‘7827 has arrived.’
The initial set of services will focus on the exclusive content that Star has. “You can interact with our shows on TV and radio, play games, contests, which in itself is a big offering,” says Dutta.
The Star Wireless team will comprise just a dozen key people, because a lot of the business, as Dutta says, will be done on alliances with multiple partners.
The biggest investment apart from that in infrastructure and people will be in airtime, to educate the masses about the use of 7827, a process that will go on for a few months initially.
Talking about the growth of the division, Dutta says Star plans to target a large subset of the 200 million TV viewers who happen to be mobile phone owners. In the next six months, at least 30 per cent of the market will be cornered by 7827, and by the end of the July fiscal next year, 50 per cent of the market.
Star Wireless will not intervene with programming in any way, although Sumo says internationally the business does help ratings go up. It will help in brand recall, increase interactivity and involvement.
It will move towards a monthly subscription parameter, but right now, Star is focusing on developing mass usage of services that are offered, to check which are feasible and then put the more used ones into a package, says Dutta.c
News Broadcasting
News18 hosts Tamil Nadu town hall ahead of 2026 polls
MK Stalin headlines ‘Next Big Leap’ event from 10am on 23 February in Chennai with leaders and icons.
MUMBAI: Tamil Nadu’s political pot is simmering and News18’s town hall is stirring it up just in time for the 2026 assembly elections boilover. Set for 23 February from 10am onwards in Chennai, the News18 Network Town Hall gathers heavyweights under the banner ‘The Next Big Leap for Tamil Nadu’ to dissect the state’s political pulse, economic edge, and cultural clout. With the 234-seat assembly contest looming as a fiercely competitive showdown, the event spotlights how Tamil Nadu’s identity-driven politics and engaged voters continue to ripple across national debates.
Chief minister MK Stalin leads the charge with a keynote on the theme, sketching his government’s blueprint for governance, development, and staying power pre-polls. Deputy Chief Minister Udhayanidhi Stalin chimes in on ‘Voices, Vision & Way Forward’, unpacking generational shifts and fresh narratives. From the opposition corner, AIADMK general secretary Edappadi K Palaniswami tackles ‘Baton Change at the Ballot?’, floating alternatives to the status quo.
Economic vibes get a nudge from industries minister TRB Rajaa on ‘Investment Story Intact?’, probing the state’s draw for big bucks. BJP’s K Annamalai dives into ‘People, Trust & Political Ideology’, positioning his party in the Dravidian-dominated turf. IT Minister Palanivel ThiagaRajan explores ‘Code, Capacity & Citizenship’, on tech’s role in citizen-focused services. TVK’s KG Arunraj questions if ‘Winds of Change are Possible’ in this pattern-prone state.
A panel on innovation features IIT Madras director Prof V Kamakoti, M&M’s Velusamy R, and Electronic Industries Association’s Dr Sasikumar Gendham, musing how AI and knowledge hubs are remaking opportunities. Culture gets its due with composer Anirudh Ravichander on ‘Tamil Music for the World’.
CNN-News18, editorial affairs director Rahul Shivshankar noted, “The News18 Network Tamil Nadu Town Hall… reflects our core editorial focus, to capture the political mood of the state and spotlight the ideas that will shape the next phase of governance and growth.”
Network18, CEO of English & business news Smriti Mehra added, “As Tamil Nadu moves closer to a defining electoral moment… we see it as our responsibility to drive informed and meaningful conversations.”
Network18 managing editor for South, Vivek Narayan said, “The News18 Network Townhall in Tamil Nadu is designed as a platform where policy, politics and public interest intersect.”
Backed by associate partners Tata Motors Commercial Vehicles and Reliance Industries, the live event streams on CNN-News18, News18 Tamil, CTV, and Youtube from 10am on 23 February perfect for catching the sparks, even if you’re not knee-deep in Dravidian drama.
