THE IRISH digital television station Channel 6 is to be rebranded as 3e from today in an attempt to forge a closer connection with its parent channel TV3.
3e, which is to come on-air from early this morning, will focus on providing viewers with “pure entertainment” and the “most popular programmes”.
The rebranding is similar to moves made by free-to-air broadcasters in the UK, such as ITV and Channel 4, in that 3e will air programming of an edgier nature that might appeal to smaller or more niche audiences.
The station will also offer follow-up programming to popular TV3 shows such as The X Factor, The Apprentice and I’m a Celebrity Get Me Out of Here.
TV3 has also been revamped as part of the development and it will be placing a greater emphasis on news coverage. Its new look is to be unveiled during the News at 5.30 programme this evening.
Channel 6 was bought by TV3 in a deal believed to be worth up to €12 million in July, as TV3 aimed to strengthen its role as the biggest commercial broadcaster in the country. Its operations have been transferred to TV3 headquarters in Ballymount, Dublin, and ways of better aligning the stations schedules have been examined.
David McRedmond, chief executive of the TV3 Group, said: “Our strategy is to develop a multi-channel Irish broadcaster and that’s why we acquired Channel 6. We have put the two channels under a single programming team, which means that over the coming months, the schedules will become entirely complementary.”
Mr Redmond said programming on TV3 such as Champions League football would be offset by shows such as Sex and the City on 3e. “We will also try to air more Irish programmes and we’ll take some risks with 3e,” he added. “It’s a channel we hope will be talked about.”
