STAR India has quietly launched, over the past couple of weeks, websites for its TV channels: STAR One, STAR Plus and STAR Jalsha, and also appears to have done a revamp of its portal for Channel [V] India, at least, since last we saw its Bloody Beta version. Separate sites also exist for channels STARWorld and STARMovies, and we wouldn't be surprised if sites are also being developed for other channels like STAR Utsav, STAR Gold, and most importantly, its Hindi news channel, STAR News. The channel sites showcase video, and full episodes of TV serials have been made available online. But what I couldn't understand, is what STAR is trying to do with its websites: is it focusing on its channels as brands, and trying to create websites for fans; sites that give them a sense of belonging, where they can interact with their favorite TV stars, get behind the scenes content, say things that may actually influence the direction that a particular TV show is taking? In other words, via these sites, is STAR (or the TV producers) listening to their viewers, or is this merely one way communication? The STAR sites still have that 'placeholder' feel to them, and the rationale behind how STAR has linked to some of the content isn't very clear to me: -- Video linkages: Links on the site lead users unexpectedly to other STAR portals: videos from STAR One lead to STARPlayer, while at STAR Jalsha, they keep you within the same site, powered…
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