News Corp. unit starts China ad biz

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[Shanghai, China] In an unusual move, News Corp.'s Star Group has expanded its presence in mainland China with the launch of a wholly-owned advertising company in mainland China, a rare privilege for a foreign broadcaster. The agency will work primarily with local Chinese companies who want to advertise on channels that Star broadcasts on the mainland. They include the Mandarin-language entertainment channel Xing Kong, National Geographic Channel and Channel [V], a music channel. Called Star (China), the agency is based in Shanghai and managed by Jamie Davis, Star's president-China. It will also offer advertising on Star's non-Chinese channels elsewhere in Asia as rising local companies such as Li Ning, a sportswear company, begin to market their brands beyond national borders, said Jannie Poon, a Star spokeswoman in Hong Kong.

The agency will not work with any non-Star channels, Ms. Poon said.

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