STAR India has decided to review the creative duties of three of its channels – Star One, Star Movies and Star World. The business has hitherto been in the custody of O&M, which continues to handle the rest of the channels, including the flagship Star Plus. Even as channel officials offered no comments, industry sources informed that a couple of agencies had already met the client. The business is pegged well upwards of Rs 10 crore.
Star One has seen a change in creative guard before as well. At the time of launch, Lowe India was hired as the creative agency. However, a year down the line, the business was moved to O&M, which has been STAR India’s agency for a long time now. It may be noted that sister agency Meridian was recently awarded the creative duties of two competitive channels – 9X, the general entertainment channel from INX Media, and News X, from INX News.
The pitch processes are expected to roll out in a week’s time.