Following TV3’s acquisition of Channel 6 in late 2008, Channel 6 has become repositioned as a sibling channel to TV3 - renaming the channel as ‘3e’ while TV3 has rebranded with a modern, contemporary look.
This move sees the two channels revamped and positioned as complementary in both programming and scheduling. The new brand identity has evolved to link the three channels that now make up the TV3 group – TV3, 3e and TV3.ie.
The new look for TV3 will appear for the first time during the first ad break of the News at 5.30 today on January 5th 2009 while the new 3e channel will be on-air from early this morning. Both channels will be supported by the website, TV3.ie, which offers catch-up programming, up-to-date News and Sport and entertainment.
The programming for 3e (the ‘e’ standing for entertainment) will be strongly aligned with TV3 through its programming and scheduling. The focus of 3e is on pure entertainment, reflected in the bright, jovial personality of the channel. The most popular programmes such as ‘Sex and the City’, ‘Heroes’, ‘CSI’ and ‘The Sopranos’ will remain but the schedule will be refreshed ensuring that TV3 and 3e are fully complementary combining unique and originated programming with a blend of popular drama, comedy and entertainment shows. 3e will also offer TV3 follow-on programming and extra entertainment programming such as ‘The Apprentice: You’re Fired’, ‘The Xtra Factor’ and ‘I’m A Celebrity Get Me Out of Here Now!’
David McRedmond, Chief Executive of TV3 Group, said: “The creation of a single brand across TV3, the new 3e and TV3.ie marks a coming-of-age as TV3 migrates from a single old terrestrial channel to become a broad-based indigenous digital broadcaster. The employees of TV3 and its shareholders have worked hard to deliver this strategy, and we now look forward to the support of the Government and the Regulator to deliver growth in a difficult market.”
Ben Frow, Director of Programming, TV3 Group, said: “The TV3 group gives us a further opportunity to offer Irish viewers even more great programmes with its mix of familiar favourites, follow on shows, extra programming and unique, originated series. 3e promises to be a one stop shop for the best in entertainment and drama.”
The latest branding for TV3 aims to reflect a channel that has come of age in the last 12 months, with home produced content and documentary strands, including ‘Dirty Money’ (302,000/22.1 share), ‘Me and the Big C’ (175,000/11.9 share), ‘The Apprentice’ (281,000/18.0 share), ‘Nightly News with Vincent Browne’ (91,000/9.8 share), ‘Xposé’ (78,000/7.8 share) and the GAA Championship when over 1.9 million viewers tuned in to the ten games. In 2008, TV3 remained the second most watched channel in Ireland, posting an 11.9% share for Adults15+ and registering an audience share 11% higher than its nearest rival. TV3 ended the year on a high with Saturday December 13th being the strongest performing day of 2008 with a 19.3% Adult15+ share, making TV3 the most watched station in Ireland. (*Figures based on series average for Individuals).
*Source: AGB Nielsen Media Research Ltd.