MCCS reaffirms no change in product post name change

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing | May 08, 2012
Eight weeks of aggressive communication is planned by the company, with focus on 'Our Stars don't change, our News does not change, only our name changes'.

Following the decision to discontinue the STAR brand association from its news channels, Media Content & Communication Services (MCCS) has begun a revamping procedure for the three channels. The new logos for the channels were released recently and the new website will also be announced soon.

ABP News

ABP Ananda

ABP Majha

Early this month, MCCS, the ABP (Anandabazar Patrika) and STAR joint venture, had announced the withdrawal of the STAR brand name from STAR News, the Hindi news channel, STAR Ananda (Bengali news channel) and STAR Majha (Marathi news channel).

As reported earlier by afaqs!, STAR News will be called ABP News, while STAR Ananda and STAR Majha will now be called ABP Ananda and ABP Majha, respectively. The new names will be effective from June.

The company has planned an eight-week communication campaign around the revamp procedure. Mindshare is the media agency for the organisation.

Ashok Venkatramani, CEO, MCCS, tells afaqs!, "We would be, over the next eight weeks, aggressively communicating the change, using a combination of TV, print, radio, outdoor and internet, to all our viewers and stakeholders about our new name and logo."

Earlier this year, when the split between the two partners was announced, Venkatramani clarified that STAR continues to be a shareholder in MCCS, and the decision was to discontinue the brand agreement where STAR had lent the brand name to MCCS.

Meanwhile, the company has also planned to change the website as well as the mail communication IDs of its employees.

Venkatramani adds, "Consistent with our best sets of professionals as editors, technicians, journalists, sales and distribution teams, we have a simple communication theme - 'Our Stars don't change, our News does not change, only our name changes'."

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