Star India, one of India’s leading entertainment broadcasters, has selected Accenture to help develop, launch and deliver its over-the-air programming to India’s online consumers on almost any mobile device. Branded hotstar, the service is available Star India’s wholly owned subsidiary, and when fully deployed will be available to India’s entire population.
The hotstar service, built on the Accenture Video Solution (AVS) software platform, will be funded primarily through advertising, using the platform’s new digital advertising functions. Taking advantage of a fully cloud-based infrastructure, hotstar will be able to serve the entire country with a catalogue of more than 45,000 movies and television series.
Accenture helped Star India develop and launch the online video service to establish India’s largest online entertainment destination by building on a “mobile first” strategy. 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.”