Agreed a senior official in Zee News that efforts are on in various directions to revamp the news channel. First of all, Zee News is scouting for the best talent in the industry.

"We are in talks with creative people at various levels. Experience of the people and the value that they are going to bring to the channel are what we are looking at.''

Even though Zee officials refuse to name people being approached by the channel for jobs, industry sources say that some top media people are being wooed to join Zee News.

At the cosmetic level, the ID of the Zee News channel is being changed. The official explains: ``It's like a masthead revamp in a newspaper.'' Apart from that, Zee is in talks with an American company, Novocom, to design attractive graphics for Zee News.

On the intrinsic value of the channel, the official says that the `content' is being defined in no singular terms. Anchors, graphics, editorial, design - all of it and much more has been defined as `content' of the channel. And, he says that all the streams of `content' are being reviewed.

Zee News in for a major revamp Coinciding with the quality upgradation of Zee News, it has made promos to spread awareness about the new elements on the channel. ``The promos would be aired on all the 13 channels in the Zee bouquet,'' the official says. In fact, in a modest way, the promos have already been started, he adds.

The recent move by the group to turn Zee News into a digital channel is also in sync with upgrading the quality of the channel. The channel is expected to go pay soon. At present, Zee News and Zee TV are the only two channels in the Zee bouquet which are free-to-air.

The restructuring of Zee News follows the report submitted by the consultancy firm A T Kearney which recently conducted a study on Zee's structure and strategy.