Melita Cable, Melita Digital, Hello, Onvol and Melita Business Communications brands are being fused, from Monday, into one rebranded Melita.

This is the first step towards launching a latest-generation mobile network and becoming a quadruple provider for TV, internet, telephony and mobile, the company's CEO Stephen Wright said yesterday.

Melita is set to grow further as it enters the mobile telephony market. The company holds a Malta Communications Authority licence to operate a fully-fledged mobile network.

"The rebranding project represents the shift from a multi-brand company to a complete home entertainment and communications solution - one source, one name, one brand," Mr Wright said, unveiling the company's new identity at the Mediterranean Conference Centre, in Valletta following an engrossing presentation that played on the senses.

"The exercise has served as a catalyst to introduce a brand that provides an opportunity to choose the ideal mix of products and services from one single source," Mr Wright explained.

The brands and their respective logos are being replaced by a refreshed Melita brand, which would not affect benefits enjoyed by subscribers from current product packages.

The idea is to introduce a customer-focused, forward-thinking communications company, Mr Wright said.

The essence of the reinvented Melita brand aims to simplify technology and amplify possibilities. In the last months, the company commissioned professional market research to evaluate the strengths and weaknesses of its house of brands to reinvent a fresh one.

The new logo is intrinsically connected with the company's 17-year history, while being the reflection of a future business strategy, Mr Wright said.

An "evolution" has occurred within the company, with GMT Communication Partners and M/C Ventures Ltd joining forces with Melita.

Melita employs over 300 people, structured in a flat organisation. In the first six months of this year, it created 88 employment opportunities, representing a 20 per cent net increase in its human resources base.

The company has almost 50,000 subscribers on its fixed line telephony platform, 50,000 broadband internet subscribers, making it the largest provider, over 100,000 households connected to cable TV and is actively preparing to launch a nationwide mobile network.

From September 1, it will be stepping up its customer assistance centre, offering the service 24 hours a day, seven days a week from a single telephone number for all requirements: 2727 2727.