The new programming came with a display of the channel's new red cross "Plus" logo and a new slogan: "iTV 2007: News, Documentaries, Knowledge (Plus) Inspiration".

The management of iTV hopes the logo will wipe away all the bad luck the network has suffered in the turbulent period following the ousting of former prime minister Thaksin Shinawatra in the September 19 coup.

"iTV now is like a healthy kid with a good life. This kid will certainly have a bright future with proper care," Somsak said, asking for support from iTV viewers.

He said he would like to express his appreciation to the Prime Minister's Office for giving iTV another 30 days to pay its outstanding concession fee of Bt2.2 billion. However, he added that iTV's current cash flow was only Bt1.3 billion.

The only way out is to find new partners. But this will be a difficult task, as iTV is also obliged to pay an additional nearly Bt100 billion in the future for violating the concession contract.

"Regardless of the problems, we will fight to the end," Somsak said.

However, his statement did little to boost the morale of iTV staff, who seemed unexcited about the new logo.

One of them whispered to me during the press conference: "Our new 'Plus' logo looks like an emergency ambulance."

kwanchai@nationgroup.com