hose of you watching the ZEE Network on, or after, March 28 wouldn�t have failed to notice its snazzy new logo. Even if you did miss it, ZEE�s announcement of its makeover at the ZEE Cine Awards made sure that such wouldn�t have been the case. In the new logo the letter �Z� is no longer framed within a box. It breaks out of the frame boldly set in a diamond. And that wasn�t the only change. Along with the new logos came a few name changes too. The rechristening led to the emergence of ZEE Caf� (formerly ZEE English), ZEE Studio (earlier ZEE Movie Zone), ZEE Marathi, ZEE Gujarati and ZEE Bangla (the erstwhile Alpha regional language channels).

This is not for the first time that the Subhash Chandra-controlled network has gone in for a makeover for any of its channels. There had been modifications in some of the channel logos in the past too. In August 2001, for example, the company gave its flagship channel ZEE TV a new look. Three years later, ZEE Cinema�s logo was changed. This time however, new chief executive officer Pradeep Guha, with characteristic flair, went in for a wholesale re-branding initiative for all 20 channels. And he does have a job on his hands if he has to take ZEE back to its halcyon days.... more