TV is the biggest medium and digital is the fastest growing medium in the country. The FICI- KPMG report in the first quarter stated that digital media is expected to continue its growth with projected growth rate of 36.9 percent in 2014. Television channels don’t want to be left behind and so we are witnessing sizable budgets on digital. The latest channel to walk the path is Star Plus for its unconventional singing reality show – India’s Raw Star. The show which marks the TV debut of the international rapper Yo Yo Honey Singh, has chalked a 360 degree promotional marketing campaign with a keen interest on digital.
Reported by Best Media Info, the reality show – India’s Raw Star will witness Yo Yo Honey Singh donning the role of a friend-mentor-judge to all the budding Raw Stars. He will be seen picking up participants from different parts who with their unique singing, style and performance, will fight it out to become the first ever India’s Raw Star.
Star India is now conducting auditions for the show and to eliminate long queues and traveling hassles for contestants, the channel has introduced web and mobile auditions. Participants have the option to upload an entertaining video of them singing on either the India’s Raw Star mobile app, WAP site or on the website. The channel has also released a special audition tutorial video with Yo Yo Honey Singh to explain to viewers the process of uploading an audition entry.
Web registrations
India’s Raw Star website loads with the above tutorial video. Before you upload your performance, check out the categories such as About, Videos and most important Rules. Videos section is interesting which is listing all the uploads from users for the show. The site has done a good job by listing the videos under categories such as popular, new videos and embedding social sharing and commenting too. The popular uploads are interesting to view, the only problem – most of them are copying Yo Yo!
Before you upload your video you would require to create an account either the regular way with an email id or you can log in via the Google login. Once you have created your profile with the required personal details, you have the option to apply for the audition from web.
Star India allows you to upload a video file or include a YouTube link of your performance or shoot a live performance via your webcam. The audition will be counted when you upload a minimum of one video of your performance. One can upload multiple videos of their performance but make sure it is not longer than 4 minutes.
Mobile registrations
Star India has launched a mobile app keeping the trends in mind. The Android app is an imitation of the website so to upload your 
performance you will have to register first. The home screen of the app has the tutorial and the audition videos embedded at the top. The below screen grab gives you a quick look of the home screen.
In addition to the other options of web upload, the app gives users the opportunity to upload via mobile which has a camera. So start your phone camera, record a video and upload it via the app. If lucky Yo Yo might select you to participate in India’s Raw Star.
Going digital along with other forms of audition for TV reality shows has been a followed trend for some time now. Sony is doing the same for its latest season of KBC, the Indian version of Who Wants To Be A Millionaire hosted by Amitabh Bachchan.
Nevertheless, the web and mobile app are neat and executed well to entice participation from the digitally evolved youth of the country.
A second screen experience or live interaction with the shows contestants via the mobile app is the next thing to extend the digital route. An exercise that History TV18 is trying to do but it is in its early stage.