stv has confirmed that it has closed down a division of its television advert-making business.
Following an enquiry from the Drum media and marketing magazine, it has emerged that stv has shut its production company, Lucid.
Lucid targeted ‘high end’ television adverts, to be broadcast not only on stv, but elsewhere.
Reports the Drum: “The company employed two full-time members of staff including its head of production, Daniel Healy, who launched [Lucid] in the summer of 2006, alongside producer, Gill Hanlon. It is thought that Hanlon will remain at stv working on other projects.”
Meanwhile, stv creative – previously known as stv commercials and which mainly produces ads for broadcasting, direct on stv – will continue to operate.
Said a spokesperson at parent company, stv group plc: “As part of the ongoing review of our business, and to ensure that we continue to focus on core activities and growth areas, we decided to close down Lucid.