Ananda Bazar Patrika plans to promote its own brand and from now on popular Hindi news channel, Star News will be called ABP News; Bengali news channel, Star Ananda becomes ABP Ananda and Marathi news channel, Star Majha will be called ABP Majha.
The three 24-hour news channels are owned by the Media Content and Communications (MCCS) – a joint venture between the Ananda Bazar Patrika Group and STAR India.
STAR India and ABP, the principle shareholders, have agreed to discontinue the STAR brand affiliation with MCCS. Going forward, STAR wishes to focus on building its brand on its core business i.e. general entertainment.
The core business of ABP is news and it wishes to promote and establish its own brands in the broadcast news space through its subsidiary company – MCCS. MCCS has sustained its affiliation with the STAR brand for eight years and both have benefitted from this association.
In these years the three news channels have evolved into respected market leaders in their segment, which has helped MCCS become a strong company in the broadcast news space. It has quality resources in its employees and has built good equity among its stakeholders – loyal viewers’ base, clients, distributors and vendor partners.