Host broadcaster of the Indian Premier League, MAX, owned by Multi Screen Media, has donned a new look ahead of the highly anticipated cricket tournament.

The revamped version of the channel consists of a tweaked logo, new promo idents and set of new graphics. The change comes three years after the previous overhaul of the channel.

MAX has been working on its new look for the past six months. As part of the repackaging exercise, the brand has used animation to make its logo (the channel ident) look more energetic. Now, the channel ident (MAX) dissolves into the geometric logo containing the alphabet S, denoting SET (Sony Entertainment Television).

The on-air layout of the channel has also been modified, by making navigational changes to display new movies to be aired on MAX.

The channel will adopt different themes for special events and change the generic look of the channel on the type of shows it broadcasts.

For example, when movies are being showcased on the channel, the theme and backdrop will continue to be bright golden yellow. But with the commencement of the IPL tournament on 12th March, MAX will don a sporty blue colour.

The channel has developed a richer colour palette too, allowing it the flexibility of adopting different themes for its individual properties, or during festivals such as Diwali and Holi.

MAX will broadcast the IPL matches live across India, while UK channel, ITV4 will use a direct feed from MAX to beam to viewers locally.