Magic TV targets a female friendly upmarket 16-45 year old audience, similar to its sister radio station. The campaign, to be launched later this month, uses idents that were shot various locations in and around Rio de Janeiro.
The observational first person perspective and handheld camera work is Emap's attempt to take a different approach to traditional channel branding and use "warm, high production values and humour".
The work, created in-house, concentrates on the sensuality of being abroad, locals and their cultural habits from ladies strolling their dogs along the boulevard of Ipanema beach to nun's on their way to church and kids playing football in the favellas.
Jamie Balliu, creative director at Emap, said: "For the channel idents, I wanted to break the mould of traditional broadcast design, of contrived dancing people and logos sporting jingles.
"Our new package crosses between observation, documentary and comedy. I like to question why channel packages shouldn't be enjoyed as content rather than just act as brand wallpaper between the breaks."
The new package consists of around 50 idents and goes live on Friday. The idents were shot in collaboration with Brazilian production company, Neon Rio.
The news follows a recent revamp for Mixmag magazine, also in the Emap Performance portfolio.
The idents were produced by Emap TV production & design by creative director/director Jamie Balliu/ Up Creative. Director of photography was Candida Richardson, producers were Liz Timms and Jason Purvis. Head of design and production Alan Rawlings. Brazilian production Company: Neon Rio.
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