³ÉÈËÂÛ̳

³ÉÈËÂÛ̳ Entertainment in Asia has launched a refreshed on-air look, reflecting the evolving personality as well as the channel's new 'seriously entertaining' tagline.

³ÉÈËÂÛ̳ Entertainment, which launched in 2006, showcases the best of British drama, comedies and light entertainment.

It is popular with affluent PMEB males and females who enjoy the channel's award-winning and highly rated series like Spooks and Doctor Who, edgy comedies like Outnumbered, That  Mitchell and Webb Look, and light entertainment like the award-winning Graham Norton Show and London Live.

"When we first launched ³ÉÈËÂÛ̳ Entertainment, we created an on-air look that reflected cool sophistication by using an onscreen style that was based in blue tones," said Garry Sinclair, Vice President, Creative, ³ÉÈËÂÛ̳ Worldwide Channels.

"The idents we created reflected the moments of pure entertainment people engage in, like jumping into a pool at a party or paint fights whilst decorating.

As the channel evolved, we felt that the new on-screen presentation should be richer, with a warmer feel and reflect our new set of brand values - so we are now using pinks, reds and blue touches to illustrate our new vibrant personality.

We have also used a prism effect to mirror the content layers that make up ³ÉÈËÂÛ̳ Entertainment, and motion capture in an exciting and innovative way for our new idents, to express the different moods that make up the channel," he added.

"³ÉÈËÂÛ̳ Entertainment has a loyal audience in the pay-TV market in Asia and already offers a strong lineup of great content," said Mark Whitehead, Senior Vice President and General Manager of ³ÉÈËÂÛ̳ Worldwide Channels Asia.

"This new on-air look, with the 'seriously entertaining' tagline allows us to add fresh, new content to the best of the existing line-up of programmes on the channel."

In March, ³ÉÈËÂÛ̳ Entertainment will launch a Crime and Justice season where the channel will premiere first and exclusively, highly rated crime dramas, Inspector George Gently, Wallander and Criminal Justice.

The channel will also premiere a new series of award winning chat show, The Graham Norton Show in March.

³ÉÈËÂÛ̳ Worldwide Channels worked with brand agency Heavenly in London to bring ³ÉÈËÂÛ̳ Entertainment's on-air look to life.

Jeanne Leong