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DEMOCRATISING PARTICIPATION BY TRANSFORMING THE MOBILE DEVICE TO AN ALL INCLUSIVE AUDITION PLATFORM

DEMOCRATISING PARTICIPATION BY TRANSFORMING THE MOBILE DEVICE TO AN ALL INCLUSIVE AUDITION PLATFORM

BACKGROUND

StarPlus was all set to launch Season 3 of ‘The Voice’ A Show celebrates quality singing and seeks to discover the music’s next phenomenon. The Voice is the most successful talent show in the world with 67 local productions transmitting in 180 countries. The show is structured in three phases, blind auditions, battle rounds and live performance shows.

The unique aspect of the show is the blind auditions where the coaches cannot see the contestant and thus judge them solely on their vocal talent.

Reinforcing the puritan nature of the show in judging basis voice and voice alone, StarPlus had none other than A.R.Rahman leading the show as the super judge.

CHALLENGE

Every reality talent show across the GEC domain holds auditions to pick the right talent and give them access to their platform. However, these auditions require contestants to reach a physical location and stand in long queues to showcase their talent, limiting the participation to key geographic locations.

While auditions are limited by geography, the talent in the country is not.

OBJECTIVE

  • Maximize participation from across the country with the blind on-ground auditions.

INSIGHT

Market Insight

With mobile phone penetration pegged at a substantial 75%, and usage 2x times that of desktop India is a truly mobile first market.

unifying-emotion

Consumer Insight

Today, the mobile ecosystem is in sync with the consumer not just limiting to consumption and conversation but extends to creation, from selfies to voice notes, to creating content expressing themselves on the social web.

charactar-building

IDEA - 24x7 Open Mic

Democratising participation through mobile devices giving contestants all over the country a platform to showcase their singing talent.

APPROACH

Reflecting the unique differentiator that is unique to the show - the blind auditions which judges solely basis voice quality minus all the frills we created an audition ecosystem accessible through their mobile phones transforming their phone into their own personalised audition mic.

The mobile first lightweight HTML 5 platform was made accessible through web browsers for any smartphone user transforming their mobile device to a personalised mic driving participation across the length and breadth of the country removing the barrier of any physical location coming into play.

Achieving a relevant scale with an input mechanism that is simple enough to encourage democratic participation and made virality a natural progression.

With Tap, Record and Send it was possible to generate unparalleled participation from across the country. All one needed was a great voice and the platform was set and open to all.

experience application

(Only for mobile phones)

RESULTS

  • Entries 7400+ Online Entries in 3 days as compared to 1433 on ground.

  • Reflecting an 80.5% Increase in participations