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January 30, 2001
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Money > Business Headlines > Report January 30, 2001 |
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Star TV going in for a makeoverNetScribes/Rajiv Banerjee Come February 1, Star TV will cease to exist as a brand name. In its place will be Star. Star TV, owned by media baron Rupert Murdoch, is going in for a change of image - an image which will project the company as a complete entertainment network rather than just a television channel. "We want to project a larger image. We don't want to restrict our recall to TV, since we are also getting into broadband and direct-to-home, among other things," says Yashpal Khanna, senior vice president (corporate communications), Star TV, before refusing to divulge further details of the rebranding exercise. Under the new look, the word TV will be dropped from the company logo. This will be effective from February 1, sources in the company revealed. The announcement is to be made by Rupert Murdoch's eldest son, James Murdoch. The image change comes at a time when Star TV's main rival Zee Telefilms is also undergoing a structural change as per AT Kearney's recommendations. Analysts said that the idea behind a new look is to take advantage of the gains made by Star TV over Zee recently. |
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