Sky One Gets Facelift In Time For Autumn Schedule
Sky One will receive an extensive revamp this autumn as its on and off-air branding is updated with a range of new idents and a new logo designed to coincide with the launch of the broadcaster’s new schedule.
A spokesman for Sky One confirmed that the new branding would accompany Sky’s high-profile new acquisitions. He said: “It will be a new on-air look and a new logo for Sky One. We are committed refreshing the brand and to making sure that people identify with our programming.”
He added: “The new look will appear on screen some way into our autumn schedule, but this is not something that we have actively promoted. The Sky logo was redesigned a couple of months ago and this is something that is intended to refresh the familiar Sky One brand.”
The move follows Sky’s announcement yesterday of a smut-free schedule for its flagship channel, featuring high-budget dramas and science-fiction epics designed to distance the broadcaster from its low-brow image and increase its flagging viewing figures (see Sky One Cleans Up Schedule In Bid For More Viewers).
The move away from sexually explicit content and downmarket programming echoes a similar move made by terrestrial newcomer, Five. Last year he broadcaster stripped itself of its soft-core pornographic content in order to distance itself from the downmarket image closely associated with the channel (see Lygo Strips Channel Five Of All Adult Content).
BARB viewing figures show declining audience figures for Sky One, with share falling in the face of increased competition in the multi-channel entertainment market. The broadcaster currently commands just 2.08% of the available audience, down from just over 4% five years ago.
Despite achieving high viewing figures for one-off programmes such as the Rebecca Loos interview, Sky One has failed to attract consistently high viewers, a problem which the broadcaster clearly hopes to address with its latest schedule announcement (see Sky One Scores With Beckham Mistress Interview).
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