UTV Ireland to be replaced with 'Be3' as part of TV3 rebrand

The broadcaster is also creating a centralised news hub for its three channels

UTV Ireland to be replaced with 'Be3' as part of TV3 rebrand

Image: Sean Defoe

TV3 has announced its new 'three channel' strategy this afternoon, including replacing UTV Ireland with a channel called Be3.

The group says TV3 and 3e will also receive new brand identities as part of the strategy.

The new channel will house "drama and chat" programming, as well as repeats of the channel's line-up of soaps. Children's programming blocks will also move to the channel.

Be3 will launch on 9th January.

Flagship channel TV3 will focus on premium Irish content and acquired programming. It will continue to broadcast the likes of Red Rock and Gogglebox Ireland.

Entertainment channel 3e will broadcast the likes of Big Brother as well as Graham Norton and Jonathan Ross.

News across all three channels will be provided by a centralised news hub called ‘3 News Ireland’.

Bill Malone, TV3 Group Director of Programming, said: “Today we give you a first look at the ambitious plans for the TV3 Group. Today’s story is not about a new channel or a new name for a channel. It represents a historic shift in Irish broadcasting.

"TV3 is now a three channel business and today we unveil three new-look and distinctive brands. Our commitment to Irish programming is clearly evident – we are now an Irish broadcaster of scale.”

Last week TV3 said its takeover of UTV Ireland may result in unavoidable redundancies at the station.