MediaWorks has just announced the end of its flagship TV3 brand. And they are not mucking about.
Tonight, at midnight, TV3 gets renamed as Three and undergoes a complete image overhaul.
In a statement Andrew Szusterman, MediaWorks Chief Content Officer, said, "After nearly 15 years, what we have no longer reflects our channel."
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As well as the new channel name MediaWorks also unveiled Three's new mathematically inspired "visual identity", which encompasses a new brightly coloured logo and multi-platform branding.
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Advertise with NZME.Szusterman called the new look, "vibrant, playful and inspiring".
Chief Marketing Officer Andy Brown also commented on Three's new look.
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"It's an entire world for our content to live in, one that reflects who and what we are. We're a channel that entertains and informs Kiwis with the best local talent and content."
While the station has been rebranded and refreshed a couple of times over the years, this is the first major departure from the TV3 name it has carried since launching 28 years ago in 1989.
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It is not the first bold move by MediaWorks. In January last year the company canned its established 3 News brand to launch the Newshub banner.
Three's new look extends to its streaming VOD service ThreeNow as well as its new website ThreeNow.co.nz, which features on-demand programming, TV guides and extra content.
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