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3e to launch own news after reporting 25pc surge in new Sky slot

YOUTH TV station 3e is gearing up to launch its own daily news service and will soon sell all its audiences as part of a package with sister station tv3.

The news comes as 3e celebrates an audience uplift of more than 25pc since moving to a prime slot on Sky's digital service in early October.

TV3 commercial director Pat Kiely says the 3e news programme will be launched "towards the end of November", with a half hour show on weekday evenings.

"It won't necessarily have the same headlines as tv3, since it's targeted at specific younger audience," says Kiely, adding that 3e's news will have its own editorial and production resources and will be presented by "new talent".

The launch of 3e news tallies with tv3's stated aim of making the former Channel 6 "more Irish" and giving it a wider variety of programming, including the Europa Cup football games originally bought for tv3.

Now tv3 has beefed up 3's content, the media group is preparing to sell audiences across the two stations as a package, mirroring the way RTE sells its two TV stations. The change, which kicks in from January, is being communicated to agencies this week.

Agencies are also being told of 3e's success in its new 106 slot on Sky boxes. The station's share of all adults rose more than 25pc between the four weeks from October 12 to November 8 versus the previous four weeks.

"3e was already up 40pc in September, we're unbelievably pleased with the performance," Kiely says.

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