Top Ad Agencies Vie For Stars Dth Account

The brief that has gone to the agencies states that Rupert Murdoch-controlled Star TVs direct-to-home network will kick off in the first quarter of next year through PAS-4 satellite with a 45-channel package. The details of the package are still being worked out.

Though Star TVs chief executive in India Rathikant Basu could not be contacted despite repeated attempts, advertising sources confirmed to Business Standard that most of the big advertising agencies would pitch for the direct-to-home project.

The project is likely to be split up between a few agencies for effective penetration, a senior account director of a Delhi-based advertising agency said.

 

Hindustan Thomson Associates, which alone accounted for a major share of Doordarshans revenue when Bhaskar Ghose was the I&B secretary and Basu the director-general, is believed to be missing this time.

However Mudra, an affiliate of the UK-based ad conglomerate DDB-Needham, is likely to be one of those shortlisted. Its presentation to Star is slated for December 13. DDB-Needham is the worldwide account holder for Star TV.

The brief to advertising agencies says the Star DTH network will have 20 per cent new programming. The target is to launch it in four A1 and A2 cities by April 97 and extend it to 23 cities in 18 months. In terms of socio-economic classification, households in A1 and A2 cities have monthly earnings of Rs 5000 and above and members are at least graduates.

Surprisingly, Stars direct-to-home network has plans to exclude Zee TV and ESPN from the package to be offered to the subscribers at Rs 500 per month. Sources say a few of the advertising agencies have questioned the absence of Zee TV and ESPN from the package.