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MUMBAI: Star News became ABP News when viewers switched on their Television sets on 1st June. It was viewership as usual for all 3 MCCS Channels in 3 Languages.
One of the most successful Marketing Campaigns in the history of News Television broke across TV, Online and Outdoors on 7th May 2012 followed by a Print Campaign in the leading mainline and business Dailies. The story was essentially one of continuity with no change in Content, Access and Packaging and the credible campaign delivered the message effectively and efficiently. There are few examples of successful transfer of brand equity from an old name to the new name anywhere in the world.
The name change of the high decibel Business to Consumer plan was successful- awareness grew to 90% percent at 1 Plus for ABP News and ABP Ananda and 70% for ABP Majha on TV, Print, Radio and OOH at the end of Phase 1 which was for 3 weeks beginning 7th May. In Phase 2 starting from 1st June the plan was to give 70% reach at 1 plus for ABP News, ABP Ananda and ABP Majha across all Media. This was complimented by a Business to Business and Digital Campaign.
The 4th BCS Ratna Awards received 15,000 entries in 34 Categories through popular Television websites like indiantelevision.com and Trade Magazines. The Independent Jury comprised of former CEO of Sony Television, Mr Kunal Das Gupta and Mr Sandeep Marwah. The Awards recognise, reward and celebrate innovation, excellence and achievemet In the Broadcast and Cable TV Industry of India. Mr Neeraj Sanan, EVP Marketing and Distribution, ABP News received the Award at a glittering ceremony at The Ashok in New Delhi.
