.Media: TV3 to rebrand to Virgin Media Television this August
As previously announced the TV3 Group will rebrand to Virgin Media Television this August.
On August 30, TV3 will rebrand to Virgin Media One, 3e to Virgin Media Two and be3 to Virgin Media Three. Each of the channels will incorporate a new on-air identity with possible changes to their schedules.
3Player is also expected to receive a revamp. Virgin Media will also launch a fourth channel in Ireland - Virgin Media Sports (exclusively available to Virgin Media Ireland customers).
Today’s #UPFRONT2018 event at the Bord Gais Energy Theatre in Dublin City gave Virgin Media Ireland the opportunity to reposition its core brands which have over the last 20 years failed to carve out a clear modern Irish identity instead highly dependent on imports from ITV which is often met with regular complaints by Virgin about the dual-funded RTÉ, whilst forgetting it is owned by one of the world’s biggest media companies Liberty Global.
UPFRONT2018 presented us with a celebration of 20 years since the launch of TV3 (which happens in September), the short video presented us with I’m A Celebrity, The X-Factor and Britain's Got Talent none of which are produced in Ireland.
Rebrands are costly - rebranding three channels and launching a fourth channel at the same time is a highly ambitious affair and this means the company will have to provide alternatives to what Irish and international broadcasters are already offering Irish viewers in an oversaturated market. Rebrands may also mean initially people tune out before dipping their toes back in and any significant changes to the schedule could be problematic, however, TV3′s dependency on ITV is likely to go unchanged.
However, VMTV Ireland has confirmed a new Irish drama Blood which will air on Virgin Media One. The new afternoon schedule will see The Six O’Clock Show reduced to a 30-minute show followed by XPOSE at 6.30pm. Virgin News will broadcast at a new time-slot of 8PM following the norm of other European broadcasters. Virgin Media Two will be skewed towards a younger demographic and Virgin Media Three will continue to broadcast old content from British broadcaster ITV.
Further Irish programming includes a revamped Ireland AM and ‘new’ season’s of Gogglebox Ireland, Ireland’s Got Talent and Living with Lucy.
The new addition to Virgin Media includes a dedicated sports channel - Virgin Media Sports with the latest sports news, local sporting events, and top-class European soccer. The moving sports to a dedicated sports channel will be appreciated by lovers of programming featured on the three existing general entertainment channels as no further interruptions to soaps should occur. Virgin Media Ireland, which acquired the broadcaster in 2015, particularly in sports rights, where it has outbid RTÉ for flagship events such as the Six Nations and the UEFA Champions League.
THE LOSERS -
Anyone hoping the rebrand will ensure greater viewing choice, greater quality Irish programming and providing independent companies with broader opportunities to explore new content across Virgin’s multi-media platforms will not be rewarded.
For now, Virgin Media customers will only have access to Virgin Media Sports.
RTÉ could be threatened by a dedicated sports channel and the further squeezing of advertising across nine existing Irish based channels and with the new addition of Virgin Media Sports could pose problems.
THE WINNERS -
ITV will continue to rack in the money as Virgin Media continues its dependency on a long-term deal with the British based broadcaster. The lack of Irish content means Virgin Media does not have to spend much on content which means Virgin Media Television can continue to reduce costs and earn millions from advertising revenue each year.
Today’s announcement is an exciting change to a very dull broadcasting landscape in Ireland, however, the rebrand is just another lick of paint mixed with a lack of vision at Virgin Media.










