Virgin Media is rebranding its Asian television package in the coming weeks,BizAsia.co.ukcan confirm.

Currently, the package is known as simply ‘The Asian Collection’ but within the next couple of months, the bundle will be rebranded to ‘Asian Mela’.

Over the past few weeks, Virgin Media had been in the process of looking at ways to beef up its Asian TV package after facing competition from Sky Digital.

BizAsia.co.ukunderstands that Virgin Media had been in talks with various media agencies for branding and marketing solutions. London agency Here and Now 365 headed by Manish Tiwari was appointed to rebrand the package. Whereas, Jalebi has been appointed as the agency to look after the Asian Mela’s marketing strategies.

The ‘Asian Mela’ name is expected to be rolled out in the coming months. Virgin Media confirmed that the Asian TV package soon to change but refused to divulge further information. It also declined to comment on rumours that the new Asian Mela package was to up its price after the rebrand. Here and Now 365 was not available to comment at the time of filing this article.

Channels such as ZEE Cafe, Colors and Zoom TV are also interested in joining the platform but negotiations are still ongoing.