Just in: Discovery Networks International just announced a brand-new and refreshed look (which looks great!) for the Discovery Channel (DStv 121) that will come into effect for South Africa on Monday, 5 September as well as other countries across Europe and the Middle East around this time.
The refreshing update to the Discovery Channel's look comes after a 5 month review led by Paul Welling, senior vice president and head of channels, looking at each of the Discovery channels within Discovery Networks' Central and Eastern Europe, Middle East and Africa (CEEMEA) territory.
''The refresh of Discovery Channel across CEEMEA is testament to Discovery's committment to provide audiences with programmes that resonate with their lifestyles,'' says Paul Welling. ''The new look reflects a fresh, contemporary feel, symbolising our commitment to deliver unique, entertaining and inspiring programmes.''
Discovery says the new on-air look which includes promo boards like the one above, is part of a ''more confident look'' which includes the new slogan for the Discover Channel of ''Life Unlimited''. The refreshed look speaks to the ''aspirations and core values'' of the Discovery Channel's primary audience, 25 to 39 year old men ''and the unique balance of entertainment and knowledge which appeals to the channel's broader audience''.
The great-looking new on-air concept was devised by Discovery Networks CEEMEA's creative director Stephen Royle. it makes use of a more energetic palette packed with fast pace graphics, as well as new on-screen icons, such as pick-axes and new-look menus that move in a similar flow to the way the screen changes on an iPod or iPhone.
''I wanted to create an on air look that was original, bold and above all energetic - something that reflects our evolving brand position,'' says Stephen Royle in a just released statement by Discovery. ''Discovery Channel has always provided knowledge and satisfied curiosity, but we want to show that it's also a place to come for fun, entertainment and excitement. I'm really pleased with how we achieved this in the new look with a powerful blend of design signatures: an energetic palette, an icon toolkit, up close and personal use of our talent and block type layouts''.
Disclaimer: Based on first impressions the new Discovery Channel look comes across compelling and wonderfully amazing, but of course I fit squarely perfectly within the target audience of this channel - Ed.
