Media Content and Communications Services (MCCS) has appointed Mindshare as its media agency.

Mindshare will handle three MCCS brands - STAR News, STAR Ananda and STAR Majha.

In the case of MCCS, since the product itself is media, Mindshare will act as a brand, product and marketing consultant.

There was no formal pitch for an agency.

Mindshare was MCCS' first choice, since it is also the media agency for STAR India.

As a media partner, Mindshare will have more responsibilities than just being involved in media buying and planning for the three brands.