Amsterdam: The on-air team at Liberty Global’s European division, Chellomedia, have sent me a hefty package of brand development work from their latest Film1 reposition. The rebrand comes 5 years after the launch of the premium movie channels.
The channels, each with a new colour coded logo, have been repositioned thematically. Film1 Premiere will be the main channel with blockbusters and pay-TV premieres; Film1 Action will be the second channel with a focus on thrillers, action and horror. Film1 Family will show family films and Film1 Festival will feature art house films.
Chellomedia On-Air Manager and Creative Director, Dennis Hooftman, tells me, “The deadline was set on the day we launched our free-view weekend, so we had to get the entire rebrand design on-air and across all of our media within a very tight production timeframe.”
This all comes after some record subscription numbers for its Dutch premium channels Film1 and Sport1. At the end of 2010 there were 460,000, up 7% compared to the previous year. The broadcaster also said that since the launch in August 2008 some 11.5 million movies were watched on-demand as part of the Film1 SVOD service on UPC Nederland. That amounts to about 7.2 million movies requested in 2010.
For those interested, I’ve got a little promo package sequence (without sound/music) as a nice reference here. Also, interested channel Creative Directors/On-Air managers who would like a look at Film1’s 2011 Brand Book/Style guide, can request that here.
The rebranding of Film1 follows a similar exercise in December, when Chellomedia repositioned its sports channels. The comprehensive rebrand was developed in-house, creds to Chellomedia Creative Director Dennis Hooftman, Senior Promo Producer, Bas Alberts, Designers Thierry Tolhuijs, Simon Flitter, and music/sound design by Massive Music.