Sony Entertainment Television Asia’s India arm has been rebranded to Screen Media Private Limited. The change comes into effect from January 2008.

This development was confirmed by Kunal Dasgupta, Chief executive officer, SET India, who says that there will be no change in the brand names of the network’s television channels or logos. The network name is designed to bring all its channels under one umbrella and each the new name will consolidate the brand identity for the network as a whole.

Multi Screen Media is looking to invest in businesses such as mobile, Internet, exhibition and out of home screens.

As per its filing with the Registrar of Companies, Multi Screen Media has an authorized capital of Rs 100 million and a paid up capital of Rs 66,779,240.

Sony Pictures Entertainment, USA, holds 61 per cent equity stake in SET India, Indian partners and NRI’s hold 31 per cent, and Capital International, Japan, holds 8 per cent.

Recently, the network changed its logo design slightly. The new logo has Sony Entertainment Television inscribed under the network alphabet, ‘S’. Earlier, Sony was written above the ‘S’, while ‘Entertainment Television’ appeared below it.