Star India's hotstar.com to premier Star Guild Awards 2015

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MUMBAI: In the US, Netflix, Hulu
and Amazon have taken the lead by
streaming original series like House
of Cards, Transparent, Orange is the
New Black, Arrested Development,
The Hot Wives of Orlando to their
subscribers.

Indian over the top services (OTTs)
like BigFlix, Spuul, BoxTV, Sony Liv,
ErosNow, DittoTV have been serving
as aggregation models to stream
linear channels or programmes to
subscribers simultaneously or after
they have been aired on TV.

Now stealing a march on them is the
Star India promoted online streaming
services hotstar.com . In a first for
India, Indya Interactive Services
(which runs hotstar.com ) announced
that it will be premiering the Star
Guild Awards 2015 on the video on
demand service on 17 January from 7
pm onwards. The awards will be
aired on Star Plus a day later on 18
January.

A source close to the development
says that this is the next big step
towards change in the way content
will be delivered to viewers and
consumed by them.

The Star India network, however, is
going easy on the promotion of the
VoD premiere: ads were released
today in leading dailies, even as 92.7
Big FM and YouTube had promos and
commercials airing. “The platform is
still in the testing stage," revealed
the source. "Hence, it is just seeding
the service to potential subscribers."

But at first glance, the hotstar.com
service seems interesting as it offers
a vast programming catalogue on
mobile and the web. With everything
found under one roof, the platform
has all the genres that the network
dabbles in - from popular dailies to
live sporting events.

In all it has around 20,000 hours
content spread across seven
languages, which include 120+ full
length TV shows, 500+ movies and
live screening of popular sports like
cricket, football, tennis and kabbadi.

A media planner labelled the Star
Guild Awards VoD premier an
experiment. Said he: “I believe it is
just an initiative to kick start
hotstar.com . It is just for their
internal learning process as the
platform is still in its beta version.

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