RTÉ has decided to revamp Network 2 as competition for younger television viewers intensifies among the main broadcasters.
From October the channel will be known as RTÉ2 in an attempt to link each station directly with the RTÉ brand. The look, presentation, content and schedule are also to be changed, said an RTÉ statement.
"It will be implemented on a phased basis. The first phase will be on air in early October. Phase two will be implemented in January 2005 and the third phase in October 2005," said RTÉ.
A group, led by the newly appointed assistant director of programmes, Ms Mary Curtis, and Mr Andrew Fitzpatrick, head of scheduling, have been considering such a revamp for the last six months.
Advertisers reacted positively to the news last night. "I think, with competition so fierce, it is a good thing that RTÉ have sought to bring their main youth-orientated channel under the RTÉ umbrella. It was strange that the two services most aimed at younger consumers, Network 2 and 2FM, were not readily identifiable as RTÉ services," said Mr Paul Moran, managing director of the agency Mediaworks.
He said Network 2 had been pushed into third place in terms of "share of viewing" in recent years by TV3, and RTÉ needed to do something to change this.
"Changing the look of the channel is pretty much just nice dressing. What really drives viewership is content," he said. While the Network 2 schedule was not consistent enough, it was strong in sport, drama and in children's programming.
Mr Noel Curran, managing director of television at RTÉ, said: "Refreshing the schedule and the look of a channel is a constant requirement in broadcasting."
Asked who was behind the revamp an RTÉ spokeswoman said an internal team led the research, design and revamping of the channel, in consultation with outside experts.
As part of this process, RTÉ had employed the services of a company which specialised in television branding known as Branded, which had extensive experience working with European and UK broadcasters.