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Virgin Media Rebrands LIVING and LIVING2

UK: Virgin Media Television is renaming its LIVING2 channel offering alongside a comprehensive visual rebrand of its entire LIVING portfolio. On November 30, LIVING2 is being relaunched as LIVINGit, a new channel proposition based on the premise that “life’s worth watching”.

Here’s a glimpse at the new identity- will try to get a montage of the new package once it launches later in the week.

The creative concept for LIVINGit is about it “being part of your world, a prized object that participates in all aspects of life and this is reflected in the breadth of scenarios in which the logo appears as part of life.”

With the aim of giving the brand stand-out presence, the refresh of the LIVING portfolio centers on a stylish venue space – where the LIVING logo is central as an exhibit. Shot on 35mm film in a real environment the ‘LIVING  Exhibit’ is where “everything about the brand takes place, creating an atmosphere, presence and turning it into a desirable destination.”

Jeff Dodds, Virgin Media Television’s Brand and Marketing Director explains, “With the launch of LIVINGit we are sending a clear message that the channel has a distinct personality in its own right. LIVING’s new on air look not only has huge on screen impact but gives us endless creative possibilities”

“In the TV environment it’s essential to have a strong brand. We also have a duty of care to our advertisers to keep viewers watching and engaged during a programme break with our branding creative.”

The rebrands were developed by Red Bee Media in partnership with Virgin Media Television’s in-house creative team.

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Weekend in Brief: RTL, Virgin Media, V, Showcase

The first digital channel launch from a major Dutch commercial broadcaster, RTL Nederland plans to launch “RTL Lounge” on Oct 2. Aimed at young women, the 24 hour network includes a couple personal favs such as Nigella Bites and Project Runway.

Congratulations to the much respected (and very talented) Cindy Rose who was recently named executive director of television for Virgin Media. The former Disney executive will hold responsibility for TV strategy, including the development of its digital platform and VOD services. She will (in part) be replacing Malcolm Wall, who resigned as chief executive of Virgin’s content business in March.

Another Channel V? On August 31st, Quebec TV network TQS will be rebranded as simply “V”. The rebranding, by Nolin BBDO includes the new tag line “Let yourself be entertained.” The logo is a V inside a circle, and to show the station is staying true to its non-conformist bad-boy roots. Read: hint of devilish good fun.

Toronto: Showcase will debut a new logo and on-air look starting this Monday, and will roll out a national consumer marketing campaign promoting itself as “the home of bold hits”. “The inspiration for Showcase’s logo and on-air look came from the channel’s versatile and top-notch roster of content,” said creative director Kevin Watson, in the release. “With that in mind, we were able to conceptualize and produce branding that is a direct reflection of the channel itself – bold, adaptable and larger than life.”

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Virgin1 Prepares Rebrand, Red Revealed as New Face of the Channel

Breaking News: Virgin1 today reveals the identity of its hottest new talent and face of the channel, Red. The character has been recruited to embody the personality and values of the Virgin1 brand, and will appear on air from 9th June at 9pm. The full reveal of Virgin1’s rebrand follows the channel’s recent announcement that it is extending its hours on Freeview, celebrating its highest rating month since launch. Check back June 10th for a video compilation of the new on-air rebrand.

Red is a naughty, impish and fun-filled character who will be making his presence felt throughout Virgin1. Virgin1 has taken the concept of an on screen character to encapsulate its brand further than any other broadcaster by employing Red who will be bringing those brand characteristics to life both on and off screen.

In his new role, Red will take charge of all programme navigation and credit rolls by adding his own commentary and onscreen activity. His interactions will be tailored to the programmes onscreen as he gives his own cheeky slant on the Virgin1 brand so ensuring the movement between programmes is as entertaining as the shows themselves.

Jeff Dodds, Brand and Marketing Director, Virgin Media Television said, “This is the first time ever a character has been used to embody and personify the values of a channel in quite this way, and we’re delighted to be pushing boundaries once again. As Virgin1 has evolved we wanted to bring the values of the channel alive. It is known for being irreverent, unexpected and a little bit naughty, and Red definitely encapsulates all of these values.”

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