SATELLITE & CABLE: Star rebrands, plugs multi-media services

<p>The Murdoch-owned Star network has dropped the TV tag from its corporate </p><p>title as it moves as it moves away from the satellite platform and </p><p>repositions itself as a multi-media group. </p><p><BR><BR> </p><p>Its rebranding campaign tagline - "Target Anyone, Anywhere" - clearly </p><p>suggests that Star is aiming to widen its business strategy and move </p><p>into a broader media scope. </p><p><BR><BR> </p><p>"As Star evolves from a television brand to a multi-service platform </p><p>brand, we are evolving our identity from the media, Star TV, to the core </p><p>of our brand, Star," said chairman and CEO James Murdoch </p><p><BR><BR> </p><p>The move signifies Star's, as well as other broadcasters', business </p><p>direction in the multimedia and interactive platform since the </p><p>conventional satellite distribution model clearly has its development </p><p>limits in the region. </p><p><BR><BR> </p><p>Star now reaches 85.5 million households across Asia and the Middle East </p><p>region, based on a free-to-air satellite distribution model. </p><p><BR><BR> </p><p>Launched 10 years ago as a satellite TV network by Richard Li, the </p><p>second son of Hong Kong's richest tycoon Li Kar Shing, Star has been </p><p>actively involved in new media services since investing in interactive </p><p>TV two years ago. But it has yet to roll this service out in the </p><p>market. </p><p><BR><BR> </p><p>Star abandoned its pay TV licence in Hong Kong last year, a policy </p><p>change that has reportedly saved the network significant investment </p><p>dollars, which can now be used on other new media projects. </p><p><BR><BR> </p><p>Ms Mani Rao, the company's senior VP for marketing communications, said </p><p>Star's rebranding campaign reflected the company's status and </p><p>vision. </p><p><BR><BR> </p><p>Featuring a "Star Cut" image, the new logo represents Star's vision: </p><p>pace-setting, dynamic, forward-moving and progressive, according to Ms </p><p>Rao. </p><p><BR><BR> </p><p>The initial rebranding campaign, which kicked off last month, mainly </p><p>involves direct mail to key corporate contacts. </p><p><BR><BR> </p><p>The mailers were supported by a print advertising campaign in regional </p><p>magazines and newspapers to communicate the company's new business </p><p>direction to corporate consumers. </p><p><BR><BR> </p><p>By the end of April, each of the Star channels - Star Plus, Star Movies, </p><p>Star News and Star World - will launch new identities and on air </p><p>promos. </p><p><BR><BR> </p><p>The project is a joint collaboration between the inhouse team and UK </p><p>design company, Static. </p><p><BR><BR> </p><p>Ms Rao reiterated that the rebranding exercise was targeted at Star's </p><p>corporate users. </p><p><BR><BR> </p><p>"General consumers do not care much about the logo as long as they enjoy </p><p>the programmes," said Ms Rao. Star's print advertisement featured its </p><p>audience across the region to convey the multimedia services they </p><p>enjoyed. </p><p><BR><BR> </p>

by | 03/02/2001