The youth channel has introduced a fresh identity and is placing greater emphasis on user-generated content in its schedule. The relaunch includes the simultaneous launch of a website - the BBC's first simulcast online entertainment channel.
Reemah Sakaan, head of marketing, BBC Three, comedy and entertainment, said the relaunch was intended to increase the station's reach and share. Observers expect it to do so at the expense of E4, whose former head, Danny Cohen, was appointed controller of BBC Three in April last year.
BBC Three launched in February 2003 after an 11-month delay while the BBC attempted to prove it was 'distinctive' enough to gain approval, despite commercial broadcasters' claims it was aimed at an audience that was already super-served. The channel cost licence-fee payers £93m in 2006.
The fresh look has been created by Red Bee Media.
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