NEW DELHI: Star India, the revenue-generating arm of News Corp in Asia, is picking up the global threads being woven by its parent in the Internet and merchandising space and reorganizing its workforce accordingly.

An indication to this effect is the new responsibilities given to Star India executive vice-president Ajay Vidyasagar who had thus far been looking after the network's marketing and communication.

As part of the changes being effected at Star India with an eye to tap new revenue generation sources, Vidyasagar will now be also responsible for the company’s soon-to-be-unveiled new thrusts in the internet and merchandising space.

In his new role, Vidyasagar will be spearheading Star’s initiatives on the Net, part of which will entail “giving an Indian skin” to global activities being undertaken by News Corp.

Meanwhile, Satya Ragahvan has moved in as head of marketing of Star India. Vidyasagar, will however continue holding the portfolios of marketing and communication.

Star sources said that activities on the Net and merchandising fronts will hot up in India in fiscal 2007 when some other major initiatives on the programming, marketing and ad sales side too will be rolled out.

Globally, Star’s parent News Corp has been prowling the Net space aggressively, prompting the likes of advertising wiz Martin Sorrell to question this haste.

News Corp's biggest buy in the space was of course last year's $580 million acquisition of youth networking website MySpace.com.