Television soaps have now found another screen, the mobile phone, with the mobile interactive division of Star India, Star Mobile Entertainment, announcing it will launch a service called ‘PLUS’ by end April.
Star India will invest around Rs 50-60 crore over the next one year in its mobile entertainment business. It is also expected to spend Rs 10-15 crore on marketing and promotional activities for the same. Hence the new division will deal exclusively with mobile entertainment.
‘PLUS’, which is already running as a pilot, enables mobile users to access a wide choice of video content and services such as yellow pages, buyer guides, banking, travel and ticketing, shopping, sports and more. In addition, one can opt to view soaps from across Star India’s network – Star Plus, Star Gold and Star One. For instance, if you’ve missed a particular day’s show you can view the synopsis of the show on your mobile (as a video). A serial’s synopsis will be available for download 15 minutes after the show ends.
On the travel front, users can book domestic air tickets via their mobile phone. The travel and ticketing service is facilitated by travel portals and, while banking is facilitated by HDFC Bank. Star has also partnered with Infomedia Group to provide yellow pages information, Universal Music for music content. And for lifestyle services, it has tie-up with magazines like Chip for computing information, Overdrive for car information, Better Photography, audiophiles can get advice from AVMAX, T3 for gadges and design tips from Better Interiors. More in…

Source: Star TV Press Release