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Watch out for the Star

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DQI Bureau
New Update

In one of the recent and biggest moves by a corporate, Star TV is shifting

its entire IT infrastructure to India. Even the uplinking site is now being

moved to India. Outsourced to Reliance, the primary set-up is being based out of

Mumbai while the DR site is being set up at Bengaluru. Delhi and Chennai will be

the two uplinking sites for Star TV India.

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Desi vs Videsi



India is a very important and possibly the leading market in Asia for Star

TVs business. Keeping that in mind the whole direction has now changed, wherein

the media giant is moving its entire IT set-up here. As part of this move, the

core applications including SAP and broadcast management system are also being

shifted to India. The transition is happening right now and by June it will be

ready.

"Star TV has a very strong IT infrastructure that supports all its activities

which is based on time performance," says Venkat Iyer, senior VP, IT, Star

India. "Until recently, all the IT needs of Star India were based out of Hong

Kong. But considering the growing base of Indian viewership, the company has

planned to shift its entire IT to India," he adds. The satellite uplinking

though still is happening from Hong Kong, but in the next few months it will be

totally based and controlled indigenously along with the IT set-up.

Star has chosen Reliance to host and manage its entire IT set-up as well as

the DR set-up. The entire circuit including the host sites, all the offices and

the uplinking sites are being interconnected through strong multiple fail-over

bandwidth connectivity. The entire set-up has been designed keeping in mind the

dynamics of Stars business. "We create various types of programs in-house, buy

third party made programs as well as outsource programs to various production

houses. Therefore, all this has to be managed and these programs have to be

synchronized and scheduled and broadcast on a timely basis as per the allotted

slots," informs Iyer. "And theres absolutely no scope of failure since all

these are time bound and even one second of delay means we lose huge business

through advertising revenue as well as viewership," he says.

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Virtualization has helped us bring down

the number of servers drastically
Venkat Iyer, senior VP, IT, Star India

To support all these processes, Star is building a strong and reliable

multiple bandwidth network connectivity so that business continuity is not

hampered. The entire scheduling of the programs is taken care of by the

broadcast management system which is the core application running. All this data

is synchronized with SAP which is again integrated with Hyperion for business

intelligence analytics. Apart from that there is rights management system which

manages all the broadcasting rights purchased by Star for different programs.

The company is also coming up with digital content management system and CRM.

Star is also engaged in virtualization of its servers using VMware and Citric

solutions. "This has helped us to bring down the number of severs drastically.

Also it has ensured maximum resource utilization," opines Iyer. "We are also

very focused on implementing next-gen mobile and Internet technologies since

these are two big revenue models for us," he adds. WAP, SMS 2.0 and 3G are some

of the technologies that will be used for the purpose.

Piyali Guha



piyalig@cybermedia.co.in

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