BBC World TV will be setting up its own airtime sales operations across Asia and India bringing an end to its relationship with Rupert Murdoch-controlled Star TV, which has been marketing the British broadcaster in Asia since 1996.
BBC was forced off the Star platform by Murdoch in mid-90s in a move, described by media analyst, aimed to appease the Chinese government.
According to BBC World sources, the decision will help avoid any future conflict of interest between Star TV's growing platform of channels, including the Star News, and BBC's increasing range of activities.
The Star-BBC advertising and marketing contract formally ends on August 31.
BBC World would be having its own airtime sales offices in Singapore, Hong Kong and India and the channel would be making key staff appointments in these territories soon.
According to Jonathan Howlett, BBC World's director of airtime sales, "These (Asia and India) are highly important territories for BBC, with 16 million homes across Asia and India and where the channel has made enormous strides in terms of popularity and distribution."
"It is vitally important that we now capitalise on these strengths and take direct control of our relationship with the market."
BBC World sources said that there have been some "concern" in BBC over Star TV's growing activities, including starting new channels in the news and current affairs section.
"With Star taking a decision to continue with Star News, a 24-hour news channel, it is best we part ways as selling both BBC World and Star News, for example, would not be easy," the sources said.
However, Howlett insisted that the parting is amicable and explained, "Star TV has shown themselves to be experts in pan-regional sales across Asia and have provided a firm foundation for our business."
The latest move by BBC World is in line with the British broadcaster's strategy of taking direct control of all areas of its business and to drive greater revenue in line with distribution.
Robert Bland, Star TV's director of sales has pointed out that Star TV would "continue to represent BBC World to the best of our ability" till such time as BBC World is ready with its own sales team.
In March 1998, BBC Worldwide had announced that it had absorbed the marketing and distribution activities of European Channel management in Europe, by acquiring the partnership through shareholding of Pearson and Cox Communications.
