NEW DELHI: In the midst of relentless coverage of the Indrani Mukerjea Sheena Bora case, the Star TV network has sent a notice to all media channels urging them to refrain from using the channel's name in their coverage.At the centre of the coverage is Peter Mukerjea who was the CEO of Star India from 1997 to 2007, and is married to Indrani, who is an accused in the alleged murder of her daughter Sheena.President and general counsel, Star India, Deepak Jacob said the notices have been sent to 25 media organisations. "It is a precautionary notice asking the channels and publications to be responsible while using the brand's name," he said.He added, "Constant repetition of "Star TV CEO" in the murder case is causing irreparable damage to the brand. Peter Mukerjea was the CEO of the network almost 9 years ago. There is no reason why the brand's name should be affected because of this. In the last few days there have been 1200 hits on Google on Star TV CEO. We just want media to not constantly use the brand's name in their stories."Two media publications that have received the notice said they are looking at it. "We received the order today. It is not a prohibitive order. It is on the lines of requesting us. Now that the case is well known we might heed to the request and identify Peter as media mogul, thereby avoiding Star's name," said an channel official who didn't wish to be identified.