Renamed Sky 1, Sky 2 and Sky 3, the refreshed branding is geared towards strengthening the positioning of Sky's flagship entertainment channels and linking the channels with their key programmes such as Lost and Bones.
The creative concepts for each of the channels' idents and logos are based on "elements" - "solids" for Sky 1, "liquids" for Sky 2 and "particles" for Sky 3.
"For the first time, our new dynamic idents feature Sky 1 talent embedded within our channel creative. This puts our standout content right at the heart of our brand. Nothing defines our channels more than our fantastic content, so it made complete sense to be led by the shows and stars that our viewers connect with," said Richard Woolfe, controller of Sky 1, 2 and 3.
For the autumn schedules, Sky 1 has brought back Futurama after a five-year break, while The Simpsons enters its 20th season.
Sky 1 has also secured the exclusive TV rights to Caprica, the much-anticipated prequel to Battlestar Galactica, from NBC Universal International Television Distribution.
Meanwhile, Cilla Black is returning to TV for dating show Loveland, a new 10-part series scheduled for broadcast on Sky 1 next year.
United Kingdom
Sky rebrands basic-tier channels
LONDON - Sky is rebranding its basic-tier channel portfolio in what it is hailing as the "largest brand refresh" since the channels' launch, giving the channels new logos and idents for its autumn schedule launch on 31 August.
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