Top Story

e4m_logo.png

Home >> Media - TV >> Article

Sahara – STAR fracas takes new turn with conflict over tagline

09-November-2004
Font Size   16
Share
Sahara – STAR fracas takes new turn with conflict over tagline

On the television arena, Sahara seems to be playing different kind of a game. The channel’s re-launch marking the operation of the Sahara - Percept JV under the SaharaOne name has meant all kinds of action for the channel. After the debacle created on the One name, that took both Sahara and STAR to court, Sahara is now using StarOne’s tagline, ‘ghante ki tuning jamegi’ for its latest contest.

“This is just a phrase that doesn’t belong to any one entity,” expresses SaharaOne’s Peter Isaac, “This is Diwali period and we want to offer some fun to our viewers and we have used this phrase. The response we got to it is overwhelming. The hits on the website, telephone calls – with all this, the contest is working very well.”

SaharaOne’s ‘... Tuning Jamegi’ contest went on-air on November 3 and it started on November 5. Last month, Sahara had taken STAR to court on the usage of the suffix ‘One’ in the name, alleging that the move had created confusion amongst the people. The verdict was passed in Sahara’s favour, where the Court directed STAR to flash the STAR name prior to the One logo.

In the light of this development, how does SaharaOne decide to use One’s tagline? “The One name was a registered trademark. With STAR taking it, it meant infringement, which is not the case here. As I said, this is the flavour of the month, like an Amul hoarding and we have used it.”

As for STAR India’s reaction to this move, Sameer Nair, COO, STAR India states, “Not only is the move unoriginal but it also lacks class. It doesn’t affect us in anyway.”

However, it would be wrong to rule out the possibility of viewers being confused. As a result, which of the two entities gets more affected by moves like this remains a subject of argument, but only for a while.

Tags

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...