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Max dons a new look
The movie channel and official broadcaster of DLF IPL 2010, Max has embraced a new look. The repackaging includes a revamped logo, fresh layout and a new set of graphics.

The refurbished look comes after nearly three years; as the last time the movie channel had a facelift was in 2007. The new look is based on the tenet of Max evoking energy-positivity in viewers' life.

Speaking to afaqs!, Jasdeep Singh Pannu, vice-president, head, programming, Max, says, "As a brand, we are looked upon as a platform that showcases blockbuster movies. So, one has to innovate from time to time, to maintain the freshness quotient of the channel. With a few days to go for the launch of a big property such as DLF IPL 2010, we thought the time was right for rolling out a completely new look for 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. Additionally, on-screen billboards have been redone; they now serve as sponsored tags and carry other promotional information on the screen.

Punnu informs, "We are going to adopt different themes for special events. 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 IPL tournament on March 12, 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.

Besides visual changes, there are also new additions on the audio front, with a fresh vocal-based audio track. The track has been composed by music director, Sameeeruddin, who has to his credit jingles such as Ghoonth Bhar Shararat Kar Le and Oka Aata Aadinchu (Simply Play) for brand Fanta.

A London-based design agency, Petrol is behind the channel's makeover. Pannu shares that the channel called a pitch for the revamp exercise, and Petrol was shortlisted out of the 12 agencies that were part of the pitch.

[Image: afaqslogo_b.jpg]
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