Nine months after launch, UTV Ireland hits ‘refresh’

JUST nine months after its big launch, UTV Ireland will today have a new look.

The ‘on-screen refresh’ comes amid rumours over the summer that the station has suffered losses in both viewer numbers and profits, although the channel insists it is simply evolving.

Beginning today, UTV Ireland will introduce a new look on screen, focusing on Irish people from all walks of life as part of its new channel imagery highlighting diverse cultures and everyday activities.

‘Our channel scenics at launch were highly effective in promoting the unique and stunning landscapes that can be found across the country,’ said Mary Curtis, UTV Ireland’s head of channel. ‘We feel the time is right to reinvigorate our brand identity to reflect our audience.’

The new scenics will include a tattoo artist and a fashion designer at work, a dog groomer, skaters in a Dublin park and farmers feeding their livestock.

‘We have added a number of new colour variations to our on-screen branding, giving it a fresher feel. Our UTV Ireland logo evolves into a new strapline, YOU TV, to connect us closer to our audience,’ Ms Curtis added.

A spokesman for UTV Ireland told the Irish Daily Mail yesterday that the change is not a rebrand but simply an ‘on-screen refresh’ done as part of the natural evolution of the channel.

The spokesman continued: ‘The numbers are sound – two million per week choose UTV Ireland, and now is the right time for a [refresh] of our onscreen identity.’

‘It’s an ongoing evolution,’ the UTV Ireland spokesman continued. ‘We want to grow the number of viewers for individual programmes as well as overall, so anyone who’s interested in really great entertainment, really strong performing news – that’s who we’re trying to reach.’

The channel’s autumn/winter season will include the highly anticipated Daniel And Majella’s B&B Road Trip which follows the Donegal crooner and his wife as they visit guesthouses around the country. It will air in October.

This week, Joe Mahon kicks off a new series of Lesser Spotted Journeys in Wicklow, and a brand new Graham Norton series will be aired on Sunday nights at the end of the month.

In July, it was reported that losses for the television station were set to top €16million for its first year in operation. This is significantly higher than the €12million loss it predicted in May.