The Media Edge (TME) has won the prized STAR media business worth an estimated Rs 20 crore. In its hunt for a media AoR, STAR Network had invited five media houses, namely, Madison, Initiative, TME, FCB, Starcom and the incumbent, Mindshare, from the GroupM stable. Besides TME, the other two agencies shortlisted for the pitch were Starcom and Mindshare.
There has been a major onslaught in recent times on STAR’s brand-building journey from the Sony camp, not to mention the bevy of new shows brought on by Zee TV. Sahara Manoranjan, so far the dark horse as far as ratings are concerned, too has been bringing in its own kitty of shows. The launch of it’s high profile channel, StarOne, will also be a major happening at STAR. The general feeling in the STAR camp was that a new media agency should be brought in to meet their aggressive ambitions. A parting of ways was essential with Mindshare as their vision differed to a great deal from STAR’s plan of action.
A major aspect that went in favour of TME was the exemplary work done by the agency during the launch of ‘Kaun Banega Crorepati’, which propelled STAR to a leadership position, say sources in STAR.