"Consumers today are impacting the mass media space and they themselves are being impacted by it. Audience is much younger and far more mobile than the past.Consumer demands are growing and the real challenge lies in the delivery mechanism. New Media has to cater to the growing demands and also converge these for the end user. Technology has become faster, easier and cheaper. There are many means of delivery now, ranging from cable, digital cable, DTH, streaming and mobile TV. Vital changes are being seen in the advertising space. Besides ranging from being international and national, the advertisers are now local as well."

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Profile:

Viren Popli is the Senior Vice President and Head, Mobile Entertainment at STAR India. Viren has spent several years in the television industry across various functions including programming, sales, distribution, talent management and new media.

He set-up STAR’s Mobile Entertainment division which has several firsts to its credit ranging from first mobile video episodes, first reverse auction, the first interactive TV show and the first text2TV applications in India.

Viren and his team have successfully executed almost 500 different interactive activities using text, voice and data services across STAR’s 11 channels over the past 3 years, including Kaun Banega Crorepati (WWTBAM) which has received almost 300 million responses over its 3 seasons.

The team has recently launched “Plus”, the world 's first mobile  entertainment and information services portal that allows subscribers to download almost 300 videos a month across various  content genres and access sports updates, news, astrology, yellow pages  information, banking, travel and ticket information on their mobile devices.

A member of the Digital Entertainment Committee of FICCI and the Mobile Value Added Services Committee of CII. Viren holds a Bachelors Degree in Mechanical Engineering and a Masters in Business Administration.