STAR CJ Alive goes beyond television; launches starcj.com

After launching its own website, the home-shopping channel plans to enter the mobile web space within the next two years.

STAR CJ Alive, the home shopping channel -- a joint venture (JV) between STAR TV group and CJO Shopping -- has expanded its presence to the web platform, with the launch of www.starcj.com. Following this, the channel plans to extend its presence to the mobile web space in the next two years.

Speaking to afaqs!, Paritosh Joshi, CEO, STAR CJ Alive, says, "It was the ideal step to expand to the web, as there is so much happening on the internet. Thus, we had to ensure our presence on this dynamic and evolving platform. After this, the next logical step would be to ensure our presence on the mobile web, as with the entry of 3G services, the mobile web is going to be the next most favoured consumer destination."

Joshi acknowledges that television still counts for the masses and is the first choice - sometimes, the only choice -- of medium for most. However, he adds that with the website, the channel is looking at a separate section of consumers, for whom television is the second or third choice, after the internet and the mobile platform.

The channel has designed the website keeping the "three-click rule" in mind. That is, consumers can shop for products within three clicks -- clicking on the product, gathering information and adding it to the cart.

Interestingly, the channel will develop content as one of the key elements. Joshi explains, "In the case of most websites, little or no attention is paid to the content. We plan to develop it because consumers like to read about particular products and offers. Additionally, we will put up clips from the channel to make the website more interactive."

The channel currently caters to customers in Maharashtra, Gujarat, the National Capital Region, Punjab and Haryana. It plans to expand its presence to western Uttar Pradesh in a year's time. According to Joshi, ensuring the delivery of goods to correct addresses is a big challenge in India, thanks to the complex address system in the country. Hence, the channel will extend its reach in the Northern belt gradually.

The size of the organised home-shopping industry in India is valued at Rs 500 crore. Apart from STAR CJ Alive, the only other player in the organised sector is HomeShop 18. While the segment is growing, it is also true that customers are still apprehensive about purchasing products through television hannels. Joshi is hopeful that the Indian consumers' perceptions about home shopping will change with time, and will move beyond products such as 'Nazar Suraksha Kavach' and Slim Sauna belts to categories such as kitchen appliances, digital and entertainment products as well as personal care products.