MUMBAI: News television broadcaster Zee News has decided to take on a new sobriquet. The management has announced that the company is to be renamed as Zee Media Corp in a filing it made with the Bombay Stock Exchange (BSE) this afternoon. Sources reveal that the company is soon going to launch its official promotion campaign.

Zee News, an off-spring of the Subhash Chandra owned conglomerate Essel Group, constitutes Hindi news channel Zee News, Hindi business channel Zee Business and other regional news channels.

Zee News reporters have started signing off with ?Zee Media? as opposed to ?Zee News? in their piece to camera starting from today.

Says a media observer: "The management has been working on revamping the channel. It brought in Alok Agarwal from Chiel Worldwide who has a creative background. Expect to see Zee Media presenting a snazzier and more modern and relevant packaging for today?s audiences in the not too distant future. This should help to attract newer audiences. Also, Zee News had been making headlines for all the wrong reasons because of the infamous Zee- Jindal controversy last year. TV viewers? memories are short and this change could prove a smart image makeover which could make those memories even shorter."