3e Replaces Channel 6

The Irish Times reports that Channel 6, one of the Irish television channels, has rebranded itself 3e and it claims to be focusing on offering "pure entertainment" to its viewers.

Last July TV3 bought Channel 6 in an attempt to consolidate its position as the biggest commercial broadcaster in Ireland. TV3 is also revamping its brand, and plans to offer more news coverage.

David McRedmond, chief executive of the TV3 Group, said: "Our strategy is to develop a multi-channel Irish broadcaster and that's why we acquired Channel 6. We have put the two channels under a single programming team, which means that over the coming months, the schedules will become entirely complementary."

Mr Redmond said programming on TV3 such as Champions League football would be offset by shows such as Sex and the City on 3e. "We will also try to air more Irish programmes and we'll take some risks with 3e," he added. "It's a channel we hope will be talked about."