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STAR concentrates on clients and innovative selling techniques to strengthen Ad Sales

28-June-2005
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STAR concentrates on clients and innovative selling techniques to strengthen Ad Sales

STAR India’s Ad Sales function has seen some key developments. As reported last week, the channel has restructured its team. Sameer Nair, COO, STAR India, shares more on the other areas that have seen action and the rationale behind it.

The new structure clearly gives STAR India two approaches of selling under the supervision of Kevin Vaz, EVP, Ad Sales, STAR India. One would be of network selling to the top 50 clients. These clients will deal with one key team ‘account management’ or ‘client service’ team, which will be headed by Juhi Ravindranath. “The key function of this team would be to serve these critical clients even better, which would enable us to create new growth opportunities for both our clients and ourselves,” said Nair.

The team will offer strategic solutions for clients to build and promote their brands across STAR’s entire portfolio of channels. The team will also develop strategic solutions that will cover sponsorship, product placement, branded programming, in addition to selling ad spots across the network.

For the rest of the clients, individual channel selling with continue with Shailesh Bijlani heading Hindi channels and Shanti Rao representing Premium channels.

“The account management team will protect and grow base clients and the individual channel teams will aggressively focus on the ‘new business sourcing’ function. They will aggressively look at converting clients who haven’t spend on television or don’t spend much on television to use the medium more,” said Nair.

What is further interesting about the new format is the building of innovative selling techniques that the network will concentrate on. The objective of the new structure is to build the category on the whole and boost STAR’s growth with it.

STAR India has invited all their sales officials to Mumbai to introduce and explain this new formation in a two-day sales orientation. While this structure is effective from June 27, on July 1, STAR will also publish its rate card on the Internet. Discounts will be offered to clients with volume buys and established spend patterns. http://www.exchange4media.com/peoplemovement/movement_fullstory.asp?section_id=23&news_id=16777&tag=11507&pict=2

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