Sky One set for brand overhaul

Sky is considering a radical revamp of its Sky One entertainment channel and is searching for a brand consultancy to overhaul its identity to halt its ratings slide.

Though Sky One remains the UK's most popular non-terrestrial channel, its market share has been eroded by digital channels such as E4, ITV2 and BBC3, all fighting to attract Sky One's core audience of 16- to 34-year-olds.

Sky One's viewing figures in April were down 17.3% compared with the same period a year ago, according to BARB.

Critics have accused the channel of going downmarket with programmes such as Ibiza Uncovered and Temptation Island, and have suggested it lacks a coherent identity within the Sky digital services portfolio.

New channel controller James Baker has been charged to restore Sky One as essential viewing among its target audience.

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