Struggling UTV Ireland set for rebrand

Fledgling commercial channel UTV Ireland is planning a major rebrand following a disappointing first six months.

Michael Wilson

Northern Irish broadcaster UTV launched its new station across the border in January, with offices in Dublin, Cork, Galway, Waterford and Limerick.

But last week, UTV Media said it is set to lose €16m (US$17.72m) by the end of the year – more than triple its original forecast – while only 5,000 people tuned in for a recent 17.30 news broadcast.

UTV television division MD Michael Wilson said the firm would be moving away from its “awfully green” colour scheme.

“The name is not turning the audience off. The issue at the moment with our brand in the south is that we haven’t quite got the ‘curve’ of modern Ireland,” he told the Sunday Business Post.

“We’ve got lots of beautiful scenic pictures of Donegal and Roscommon, but Ireland has moved on. It has people and places that are much more modern and relevant to the brand than beautiful shots of harbours and bridges.

“You will see a slightly different colour palette. We’re awfully green. I think green is a little bit harsh.”

It is understood that no job losses are being considered under UTV’s review.

UTV struck a deal to snatch away long-running ITV soaps, such as Emmerdale and Coronation Street, from TV3 prior to its launch.

Peel Hunt media analyst Alex Degroote previously described the roll-out of UTV Ireland as “disappointing,” despite praising the logic of introducing another commercial broadcaster to the country.