As Foxtel's $1.9 billion acquisition of Austar surges ahead, industry talk about the disappearance of the Austar brand has intensified.
The fate of the Austar brand has been a hot topic since Foxtel revealed its plans to acquire Austar last year. Pundits have questioned if Foxtel would seek to create a unified national brand, or if the company would keep the Austar name, which has its own brand equity.
AdNews flagged some time ago that the Austar name would most likely disappear, however these rumours were suppressed when the merger process hit hurdles with the Australian Competition and Consumer Commission (ACCC).
However, now the deal has been approved, the rumour has intensified about the removal of the Austar name.
Former XYZnetworks chief executive Bruce Mann, who stepped down from his role on Friday ahead of the merger, told AdNews: “I think Foxtel is very committed to having a major national brand. There are a lot of efficiencies and brand equity to go with a national brand. If the decision was mine, I would go with a national brand.”
Foxtel had not provided comment at the time of writing.
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