Star TV recruits Patel for UK brand awareness task

Star TV has appointed Parool Patel as its first head of public

relations in the UK with a remit to increase brand awareness.



The Murdoch-controlled pan-Asian broadcaster began broadcasting Star

News and entertainment channel Star Plus in the UK from the Sky digital

platform in January.



The broadcaster is seeking to build popularity among British Asians to

the levels enjoyed in India.



Patel, who joins from Saatchi & Saatchi's Rowland Communications, where

he was an account director, said: 'My immediate challenge is to

familiarise myself with Asian broadcasting. I shall then be sending out

key messages about our programming.'



Patel will work with the Asian niche PR agency Media Moguls, which

recently began working with Star. He will report to Lisa Srao, V-P of

business operations, who runs Star in the UK.



Srao said: 'We wanted to have someone dedicated in- house. I need

someone to complement my senior management team. Parool's responsibility

is to assess the way we do PR, and to see what we can do.'



Among the first activities for Patel is the launch of a UK competition

to find a new presenter for Star.



Previously, Patel worked as a programming and advertising officer at The

Radio Authority.



Meanwhile the broadcaster has unencrypted its Star News channel to allow

people all across Asia to follow news developments in the wake of the

terrorist atrocities in the US.



On the decision to unencrypt, Srao said: 'It is our priority to make

sure everyone in the community can be kept informed of the latest

developments after last week's events in a localised, multi-lingual

format.'



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