independent

Friday 18 April 2014

TV3 rebrands to head off threat from March entry of Channel 6

Samantha McCaughren TV3 is revamping the station's branding and investing a six-figure sum in a new ad campaign three weeks before the debut of new rival Channel 6 next month.

The "radical new look" will be unveiled on March 6 and has been developed by British design company Turquoise. The new entertainment station Channel 6 goes on air on March 30 and it will be backed by a ?1m campaign.

At a presentation, TV3 revealed that it was in negotiations on two "major sports rights packages" and has a number of home productions in the pipeline.

Industry sources also say that TV3 is beefing up its sales team with the appointment of well-respected sales figure Stephen Grant as its new sales manager. This follows the departure of TV3 sales manager Daragh Byrne to Channel 6.

Mr Grant will start in TV3 next month after a five years with Sky Television's Irish operations, where he was commercial director. Ad agencies have responded well to the appointment.

Yesterday TV3 demonstrated it was "business as usual" at the station, despite the fact that its ownership is currently on the table as stakeholder Canwest is selling its 45pc share. ITV, which also owns 45pc, is seen as a likely buyer. TV3 has submitted a number of home programming proposals to the Broadcasting Commission of Ireland new production fund. These include a six-part drama and two reality TV/documentary programmes.

The new look for TV3 features the number "3" and three circles and will run on all links and promos. It will be backed by a multi-media campaign including 48-sheet posters, bus sides and radio ads.

Pat Kiely, TV3's director of sales and marketing, said the new logo and links were "pretty radical on-screen and off".

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