STAR India's Industry-First Green Initiative Bags Back-to-Back Awards

New Delhi: STAR India, the entertainment industry leader that pioneered digital-content, has bagged back-to-back awards – the prestigious Aegis Graham Bell Award and News Corporation’s GEI (Global Energy Initiative) Innovator Award — for its green initiative that encouraged tapeless environment.

STAR India won the award that recognizes Innovation in TV, Broadcast & DTH for sustainability at the Aegis Graham Bell Awards, beating more than 100 nominees across categories. The Aegis Graham Bell Award follows the honour for Content Live by way of News Corporation’s GEI Innovator Award last month.

R. Balu, Head and EVP – Broadcast Technology, Krishnan Kutty Head and EVP – Distribution and Gajendra Tijare Senior Vice President – Broadcast Technology received the award on STAR India’s behalf.

The network’s Content Live service, rolled out in January last year, encourages advertisers to go digital while uploading marketing content, thus reducing carbon footprint. Besides, it also enables reduction in spends on traditional tapes and transportation fuel.

“It’s a double delight for us at STAR and encourages to further work toward reducing carbon footprint,” Sanjay Gupta, COO of Star India, said. “This initiative also forms an integral part of the movement to reduce the same by discouraging the use of tapes.”

With Content Live’s new digital workflow, the team dissolved the need for the 2,245 tapes per week and additional 2,500 from advertisers that STAR was previously receiving. This eliminated 153.3 tonnes of CO2 from transportation per messenger per year. STAR also became the first broadcaster in India to go tapeless and digital.

Going tapeless, in addition to reducing costs, also allowed STAR’s clients remove time inefficiencies. Cost savings were delivered to customers by enabling cut in expenditure on hardware such as tapes, logistics and dubbing.

Besides, tape-based system was also vulnerable to external factors such as custom hold-ups, traffic that can delay the delivery of tapes and thereby delaying the entire process.

Aegis Graham Bell Awards 2012, India’s largest and the only award that recognizes innovations in field of Telecom, Internet, Media and Edutainment (TIME), was held on November 1 in New Delhi. It is an initiative by the Aegis School of Business & Telecom, 21st Convergence India 2013 and supported by the Cellular Operators Association of India. The selection of winners is validated by PwC as knowledge partners.

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