NDTV to handle own sales and marketing, ends alliance with Star India

05 Nov,2012

By A Correspondent

 

There were many who thought the existing sales, marketing and distribution alliance of Star India and NDTV Ltd will transition into a stake buy by the Rupert Murdoch-owned Star in the leading news company.

 

Although that eventuality can still not be ruled out, but Friday’s announcement of NDTV and Star India agreeing to part ways has put question marks on that possibility.

 

Uday Shankar

NDTV Ltd and Star India took a strategic decision to transition the sales and marketing function back to NDTV. Star has been an excellent  wonderful partner to work with, noted an NDTV communique. Uday Shankar, CEO, Star India  and Kevin Vaz , Star India EVP Ad Sales  have worked very closely with NDTV to build an excellent relationship, it continued, adding that the relationship will continue at a strategic level. However, as always planned, NDTV will take its sales and marketing destiny into its own hands and the transition process has already begun. This will ensure close integration with a number of fresh initiatives that NDTV is launching.

 

While Star India will no longer represent NDTV for its sales, cross-platform sales and marketing will happen. Meanwhile, the current  Star sales team that was working on the NDTV channels will be transferred to NDTV.

 

Commenting on the new arrangement Prannoy Roy,  Executive Co-Chairperson, NDTV said, “Working together with Star has been a great experience. We have developed a close professional relationship and plan to retain close ties at a strategic level”.

 

” It was always meant to be a short-term arrangement to enable NDTV to effect a transition. Now that the team is ready and NDTV wishes to take charge of its own destiny we are happy to pass on the baton and wish this great brand a success.” said Uday Shankar, CEO, Star India.

 

NDTV inked an arrangement with Star soon after not renewing its contract with Aidem in 2011. Less than a year after Star India took up the sales and marketing functions of the NDTV news channels, Star India withdrew its brand from the Star News bouquet of channels. While industry sources suggest that it will exit the alliance with Ananda Bazar Patrika in MCCS soon, there have also been murmurs that Star may invest in another news network to complete its bouquet even as the government’s current regulations prevent majority stake of an international player in news.

 

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