The results of the latest branding exercise PBS embarked upon will be presented to the public on Easter Sunday, chairman Joe Fenech Conti said.

"Many people know the station by different names - Xandir Malta, Malta Television- and now we want the TVM brand to stand out and, with it, the other components of PBS, Radju Malta and Magic 91.7," Mr Fenech Conti said at a presentation of TVM's rebranding at the Corinthia Palace, in Attard.

The most prominent features of the overhaul are a new TVM logo and a redesigned news studio.

PBS chief executive officer Albert Debono explained that after the last branding exercise nine years ago, the station was looking for a more uniform and consistent image. This, he said, could only be achieved by creating harmony between in-house programmes and third party productions, which included some of the most popular programmes on the TVM schedule.

Magic FM and Radju Malta are also being rebranded and will adopt similar logo imaging to ensure a consistent corporate image.

However, Mr Fenech Conti said branding was not just about a new look. "It is also about adopting a new attitude and setting the standards that should increase the quality of programming." This means that the various production houses - currently 25 - contracted to PBS will have to follow the set standards too.

PBS news manager Sylvana Cristina said the station had an enormous responsibility as a national broadcaster. "Its aim is to inform without any hidden agendas, educate and entertain while respecting the community's values."

The branding exercise is the result of the financial success achieved by PBS over the past 18 months, according to Mr Fenech Conti, who said it had cost the company about Lm10,000.

Monolith Ltd was in charge of the broadcast design while the set construction was in the hands of PBS personnel.

Work on the branding exercise started at the end of last year, but Mr Fenech Conti said it was far from over. "It's an ongoing process, and we look to the future with optimism."

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