From January onwards, UTV Ireland will be known as be3 following its recent acquisition by TV3. The new channel will have a distinct female focus and it will sit alongside TV3’s other channels, TV3, 3e, both of which will outline details of their own brand refresh in early January.
Advertising and sponsorship sales for all three stations will be managed by Virgin Media Solutions while news across all three channels will be provided by 3 News Ireland, the newly branded TV3 Group centralised news hub will provide individual news programmes for all three channels.
be3 will be available on channel 106 on Virgin Media, channel 116 on Sky, channel 106 on Saorview, channel 108 on Eir’s eVision and channel 106 on Vodafone.
TV3 Group has also appointed experienced broadcaster Bill Malone as its group programming director. Speaking at the launch of be3 earlier this week he said, “today’s story is not about a new channel or a new name for a channel. It represents a historic shift in Irish broadcasting. TV3 is now a three channel business and today we unveil three new-look and distinctive brands. Our commitment to Irish programming is clearly evident – we are now an Irish broadcaster of scale.”
TV3 will remain be the group’s flagship channel, focusing on premium Irish content as well as acquired programming like Coronation Street and Emmerdale. It will also be home to popular programmes like Red Rock, Gogglebox Ireland, Celebrity Masterchef, and The Restaurant.
For its part, 3e will be the exclusive home to Big Brother and Celebrity Big Brother franchise and will focus on the 15-44 year old market. be3, meanwhile, will be home to drama and chat programmes including the likes of Midsomer Murders, Loose Women and Benidorm.