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DTH News : Only the logo will change
As the clock strikes 12 midnight, the logo on popular Hindi, Bengali and Marathi news channels Star News, Star Ananda and Star Majha will change. In fact as the communication from the channels has been emphasizing, save the brandname, nothing else will. Following the announcement of the discontinuation of the Star brand affiliation with MCCS (Media Content and Communications Pvt Ltd), the the Ananda Bazar Patrika and Star India jv, the three 24-hour channels will be rechristened. Star News to ABP News, Star Ananda to ABP Ananda and Star Majha to ABP Majha.

MCCS unveiled its new logos for the three channels and kicked off its communication campaign around the rebranding on May 7. The creative communication campaign was developed by Lowe Mumbai and the media buying plan was formulated by Mindshare. The aggressive communication campaign based on the theme, “Our Stars don’t change, our News does not change, only our Name changes”, was launched across media, on TV, Print, Radio, Outdoor and Internet to familiarize viewers and stakeholders about the new name and logo.

Just hours ahead of the rebranding, MxMIndia spoke to Mr Ashok Venkatramani, CEO, MCCS on the acceptability levels of the new name, measures being undertaken to retain viewership and the road ahead for MCCS.

What time will the change happen?
Tonight. 12 midnight.


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