Justice AP Shah had given the ETN promoters three days to change the logo and name of the channel. The ETN promoters -- Jagjit Kohli, Yogesh Shah and Yogesh Radhakrishnan -- had on Thursday moved the divisional bench of the high court for a stay against the order.

The Mumbai high court bench of Chief Justice Sabharwal on Thursday, however, refused to extend the stay. The ETN promoters will have to amend the logo and name of the channel by Thursday midnight.

"We have decided to change the ETN name to ETC and not pursue the case further," said Kohli.

The ETN promoters have the option of contesting the case after changing the ETN name. But have decided against it.

Even ETC may end up being fought incourt. "If they rename ETN to ETC, we will contest the matter. They can't have a deceptively similar name. They have to come out with something strikingly different," ATN director Anil Srivastava told The Financial Express.

Siddhartha Srivastava, chairman and managing director of the ATN music channel, has filed a composite suit of conspiracy against ETN and KK Modi Investments and Financial Services Ltd. ETN was injuncted from passing off as the new avatar of ATN and was asked to discontinue using the `ETN' or any logo which is deceptively similar to ATN.

Srivastava and the promoters of Encore, floated by Kohli and his partners, had earlier struck an agreement to relaunch the ATN channel. Early this year, Kohli and his partners launched ETN.