my master page takes Title from resource file based on lang. ver

<title>

<asp:Literal ID="Literal1" runat="server" Text="<%$ Resources:Resources, mp_title %>"></asp:Literal>

</title>

Works perfect on all pages, but now on "product details page" i want to change title to the name of the product.
in page load :

page.title = "New Page title"

doesn't work. When i change title in master page to some static text , everything works

It might just be an event ordering thing (I can't remember when the page title is actually set). Try moving your code that changes the title from the Page_Load event to Page_PreRender event.

no, it did not help.

i think it is because this (in masterpage):
 

<title>

<asp:Literal ID="Literal1" runat="server" Text="<%$ Resources:Resources, mp_title %>"></asp:Literal>

</title>

when i change it to static text, and then try to change title in page load event works ok.