Maintaining that the launch of its sports channel will go on as scheduled, Zee Telefilms said it will decide "in the next 2-3 days" whether to submit a fresh bid for the Board of Control for Cricket in India's domestic telecast rights, as suggested by the Bombay high court, or challenge it.

"This will be deliberated by the company's Board and a final decision will be taken by this weekend or Monday," Essel corporate chief (Corporate Strategy and Finance) Rajeev Garg said on Thursday.

In a new twist to the issue, the Bombay high court had earlier on Thursday asked ESPN-Star Sports and Zee to make fresh bids by September 14, after the former challenged the BCCI's decision to grant Zee the right to broadcast national and international cricket matches played in India between October 2004 and September 2008 for $308 million.

The court said if Zee agrees to submit a fresh bid, it will declare the winner on September 15, else arguments of both parties would be heard on September 16.

Garg said the court's suggestion has not affected the company's talks to find a partner to launch the channel.

"The talks are still on and we are in the process of deciding that," he said.

The Turner group and Ten Sports are among the companies that have shown interest in partnering Zee for the venture.

Garg also informed that Zee is gearing to telecast the India-Australia series, slated for October.

Zee had said it would start telecast of its sports channel -- Zee Sports -- from October 2, which happens to be its 12th anniversary.