Virgin Media Announce New Plans for TV3, 3e and UTV Ireland

The much anticipated plans for Virgin Media have been announced following their recent acquisition of UTV Ireland and how this would work with existing channels TV3 and 3e. Scheduling and content refresh will be the first point of call across all three stations and clearly defining a distinct offering on what each station represents is a key focus to ensure they will cater for a broad range of audiences.

TV3 will remain as the main flagship station and home for all premium programming with soaps Coronation St. and Emmerdale returning here in Dec. We will see the continuation of home produced Irish content such as Red Rock and GoogleBox along with the big viewer drivers remaining such as X factor and Champions League.

3e, the younger sibling of TV3 is very much moving into the young adult space and will hone in on the 15-44 segment where it will house all the core entertainment programming such as Graham Norton, Johnathon Ross and The Xtra Factor. It will also be the exclusive home for Big Brother and Celebrity Big Brother.

Both TV3 and 3e will have a new brand identity that is reflective of the new changes and will communicate the premium and entertainment brand intrinsics.

The big news is for UTV Ireland, which will be rebranded as be3. The focus for the channel will be on a core female and Housekeeper with Kids audience. The station will be home to chat programmes and premium dramas such as Midsomer Murders. All soaps will be repeated here along with a dedicated kids programming segment in the morning.