ZEE Network will be scrapping the greek alphabet Alpha from its regional channels later this month.

According to AgencyFAQs, the Alpha bouquet, which in the UK currently comprises channels in Punjabi and Gujarati will be rebranded as simply ZEE.

The exercise is a crucial one and is being initiated to bring about a synergy between the mainline brands (ZEE TV, ZEE Cinema, ZEE Music) and the regional bouquet of ZEE Telefilms.

ZEE has buoyant plans for its regional channels, and the rebranding initiative marks the first decisive step in this direction. On the cards is a change in the on-air packaging, logo, graphics and music of the channels. Content will be overhauled over a period of time, depending on the requirement of the channels.

ZEE’s forthcoming channel Alpha Gujarati will be known as ZEE Gujarati when it launches in the UK on Monday 28th March 2005.