``We're already a well-managed company, but we're equipping ourselves for the future,'' says Mr Chandra. The reasons behind hiring AT Kearney are manifold. First, Zee is an eight-year-old company, which is growing at a rapid pace. It's a corporate in the making, thereby making it crucial to review its structure so that it can attain further growth. Second, Zee is not just a media business, but rather a convergence business of click and brick. To enable the company to continue on the dual path of click and brick, it's again important to review the organisational structure and systems, says Mr Chandra.

Mr Chandra elaborates: ``In the fast moving media and information industries, continuous review and refinement of internal systems and processes is essential to the continued dynamism and vitality of our business.''

He adds: ``We know that the success of our business rests entirely on the creative skills and management acumen of our people, and we want to provide the right environment to leverage these skills to the full.''

Zee has hired the Chicago-based A T Kearney after evaluating proposals from several leading consulting firms. A T Kearney, which began its assignment on Wednesday, will review Zee's structure and processes and identify potential improvements. The objective is to optimise business performance, through effective decision-making, efficient operations, leveraging synergies between businesses, and full development and recognistion of employee talent.

A T Kearney is right now studying the structure of Zee Telefilms, and there's no indication as to how long the restructuring project is going to take. There's no given timeframe. The process gets deeper as you go on, says Mr Chandra. As for the cost Zee is incurring in hiring the global consultancy firm, the company is not giving out any figures.

But claims Zee that the restructuring exercise has nothing to do with any competition from any channel. Rather, it's in response to a felt need for further growth and consolidation, says Mr Chandra. It's a part of Zee's growth plan to make its vision a reality.

AT Kearney, on its part, is excited about this assignment. Says Dr C Srinivasan, managing director, A T Kearney India: ``We're very excited to have this opportunity to leverage our global experience in organisational best practices and to help build a truly world class organisation.''