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Nine months in, UTV Ireland launches 'new look' to connect with their audience

The new on-screen branding shows people such as farmers, tattoo artists and designers with the newly evolved strapline “YOU TV”.
Sep 13th 2015, 5:19 PM 16,762 46

UTV IRELAND IS to launch its “new look” tomorrow which the company hopes will “reinvigorate” the brand.

The new channel imagery aims to focus on Irish people from all walks of life and features them going about their day-to-day business.

It’s just nine months since the new channel launched in the south of Ireland, and it has hit a few bumps along the road.

In June, UTV Media estimated that losses at UTV Ireland for 2015 are expected to reach £11.5 million (€16.3 million).

Last month UTV Media confirmed that it was in talks to sell off its television assets after speculation that ITV are planning a buyout.

Just last week the TV station cancelled Pat Kenny’s chat show, which was marketed as one of its flagship programmes prior to its launch.

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Speaking about the “brand refresh” of UTV Ireland, UTV Ireland’s Head of Channel, Mary Curtis said that as the station ”matures” it is important that the look and feel of the brand evolves too.

Our channel scenics at launch were highly effective in promoting the unique and stunning landscapes that can be found across the country. We feel the time is now right to reinvigorate our brand identity to reflect our audience by telling the stories of our viewers at work and at play.

The new on-screen branding shows people such as farmers, tattoo artists and designers with the newly evolved strapline “YOU TV”.

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Curtis says this allows the channel to connect with their audience more.

Our new channel imagery focuses on real people going about their daily routines and professions. We filmed a tattoo artist working on his latest creation, a farmer and his son feeding their livestock, skaters in Dublin’s Bushy Park, a fashion designer working in her studio, a dog groomer and many more.It is important to us that we capture every-day people doing every-day things, because they are our viewers.

Read: Free food, gyms, on-site doctors and massages – what it’s like to work at Google HQ>

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Christina Finn


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