UTV Ireland is to undergo a major re-branding following a disappointing first six months on air.
While the station is reviewing all parts of the business, it has ruled out any job cuts.
Last week, it was revealed that it is set to lose €16m by the end of the year and that less than 5,000 people are tuning in to its 5.30pm news bulletin.
Managing director Michael Wilson said they would be moving away from their "awfully green" colour scheme.
"The name is not turning the audience off. What I think the issue is at the moment with our brand in the south is we haven't quite got the curve of modern Ireland," he said.
"We've got lots of beautiful scenic pictures of Donegal and Roscommon, but Ireland has moved on. It has people and places that are much more modern and relevant to the brand than beautiful shots of harbours and bridges.
"I think you will see a slightly different colour palette. We're awfully green. I think green is a little bit harsh."
Mr Wilson said they are also hoping to address the "confusion" surrounding the daytime schedule.
"Where there is concern is daytime and weekend peak," he told The Sunday Business Post.
"We have the first run of Jeremy Kyle, the opposition have repeats and those repeats are getting a bigger audience. We have to address that."