Agencies line up as Murdoch's Star TV enters UK

Rupert Murdoch's Asian broadcasting subsidiary Star TV is set to launch in the UK through its sister company British Sky Broadcasting and is understood to be seeking creative and media agencies to launch the new brand.

Rupert Murdoch's Asian broadcasting subsidiary Star TV is set to launch in the UK through its sister company British Sky Broadcasting and is understood to be seeking creative and media agencies to launch the new brand.

It is understood that Star TV will initially exist as a channel targeted at the Asian community in the UK, which will be broadcast through the Sky TV network. Lisa Srao, who confirmed the launch of Star TV, has been appointed as the vice-president of sales and marketing for Star TV in the UK.

Star TV distributes cable and satellite services in seven languages to more than 300 million viewers in Asia. James Murdoch, Murdoch's youngest son, was appointed chairman and chief executive of Star TV in June after the resignation of Gareth Chang.

Although MindShare was appointed in the summer as a global media consultant for Star TV, providing worldwide media, planning, buying and consulting services for all the Star TV channels, it is believed that the company is now considering a separate agency for the UK launch.

MindShare has already worked on other News Corp companies such as News Limited in Australia and 20th Century Fox in the US. It is not known whether Universal McCann, the incumbent on Sky's media account, will be invited to pitch. Sky recently announced that it would build a roster of creative agencies that would include the incumbent agency, St Luke's.

Star TV was recently folded into Rupert Murdoch's new digital holding company, Sky Global Networks, along with News Corp's stake in BSkyB and its worldwide satellite TV operations as it prepared to float the enlarged entity on the New York Stock Exchange. The flotation could value the company at around dollars 35 billion.

Separately, Sky News has muscled in on the BBC's abandoned nine o'clock news slot, launching its own 9pm news bulletin from 16 October.



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