Hong Kong and the Mainland China would get the new Phoenix Chinese Channel instead. On 6 May 1996, Star TV launched Viva Cinema, the 24-hour Filipino film channel, in partnership with Viva Entertainment. STAR later exited from the partnership and did not renew their contract, and the channel was relaunched as Pinoy Box Office on 1 August 2003. On 1 October 1996, Star Sports (since renamed from Prime Sports) and ESPN Asia have agreed to combine their loss making operations in Asia. The new joint venture, later named ESPN Star Sports, would be headquartered in Singapore (where ESPN's operations in Asia were based in). In 1997, Star TV launched Star Select package of television channels targeting the Middle East via the Orbit (now OSN) service. On 18 February 1998, Star TV launched Star News, a news channel targeting India, in partnership with NDTV. It switched partner to ABP Group in 2003, before Star India completely gave up and sold their share in 2012. In May 1999, Star TV migrated its services from AsiaSat 1 and 2 to AsiaSat 3S. On 15 January 2000, STAR TV added Disney Channel, as the company handling it's distribution and ad sales for the channel, it marks the second partnership with The Walt Disney Company, which also owned ESPN. On 1 July 2000, Zee TV ended partnership with Star TV. The Hong Kong-based company converted Star Plus to a Hindi entertainment channel, and introduced Star World in the area as an English entertainment replacement. On New Year's Day (1 January) 2001 at midnight stroke, the company was officially launched new name and logo from Star TV to becomes Star, reflecting the company's evolution from a television brand to a new multi-service, new multi-platform brand, new century and new millenium. In Chinese, the company referred itself as Xīngkōng Chuánméi () instead of Wèixīng Diànshì from then on. It introduced a new set of logos. The logo scheme of the Star network (the name of the channel next to the Star logo icon, contained within a rectangle with two opposite corners rounded) that had been used throughout 2007. 2009 restructure, refocus on East and Southeast Asia On 19 August 2009, News Corporation announced a restructure of Star. Star India and Star Greater China would be separated from Star's headquarters in Hong Kong, and the heads of the former two companies would report directly to James Murdoch, News