New Delhi, Feb 04: No, not again. This is not just about what Mandira Bedi wears or doesn`t. This is about how Ms Bedi`s wardrobe could have a mind-boggling impact on market trends and viewer ratings. In all the excitement over India trouncing Pakistan to win the "final within the final`` and bag the "Sub-continent World Cup`` on Saturday night, this cricket-crazy nation missed a silly point: Ms Bedi actually changed her dress code. The world`s first sex goddess of cricket has started clothing herself…well, a bit... more appropriately. Not just that. She giggles less. She has even stopped biting her lips each time she gives a come-hither smile. All this has got more to do with market, actually, than with the flak over hip and hep. A top-secret market study by Sony Max revealed that women -- whom the channel allegedly targeted by showcasing Mandira -- stopped watching after two matches. Worse, many women switched off TV sets during matches: they didn`t want their husbands to watch Mandira in her sleeveless splendour with the excuse of watching cricket. Some women have permanently banned husbands from watching Sony Max, along with Fashion-TV and MTV. Deep Throat, my unimpeachable source on what goes on in this country --and what doesn`t-- gives an exclusive account of two strategy meetings that Sony Max top brass had, one before and one after Ms Bedi`s makeover.