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
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