Star News to be known as ABP News from tomorrow

Star and ABP in April announced its decision to discontinue their brand agreement

Media Content and Communications Pvt Ltd (MCCS) today said Star News, Star Ananda and Star Majha TV channels will be known as ABP News, ABP Ananda and ABP Majha respectively from June 1 onwards.

MCCS, a joint venture between the Ananda Bazar Patrika Group and STAR India Pvt, had in April announced that STAR and ABP had decided to discontinue the brand agreement where STAR has lent the brand to MCCS.

"Nothing will change for them (channels) except the name on June 1, 2O12, when Star News becomes ABP News, Star Ananda becomes ABP Ananda and Star Majha becomes ABP Majha," MCCS CEO Ashok Venkatramani said in a statement.

STAR, however, continues to be a shareholder in MCCS, it said.

Earlier this month MCCS had launched a TV and print media campaign to spread awareness among viewers regarding the name change.

"The initial reaction to the current marketing campaign is extremely positive. It will be considered as a job well done if we are able to convert our great content into great monetising at the end of the financial year- our first milestone," Venkatramani added.

The core message being sent out by MCCS is that programming, anchors, editorial policy, and look and feel of the channels will remain the same despite the name change.