e.tv quietly refreshes the channel's on-air look again from April, doing away with the hard red square background borders for a more softer impression.

e.tv has quietly done another refresh of the channel's on-air look with a new channel ident, stings and line-up and programming cards.

The eMedia Investments' channel didn't announce the change and refresh but TVwithThinus asked e.tv about the change that came into effect on 1 April 2019 and the channel eventually responded to media enquiries this week about it.

"The e.tv brand refresh was inspired by our new content strategy," says Makatseng Mokome, e.tv marketing manager.

"We aligned the channel's look and feel to the premium local and international offering. The last refresh was done 5 years ago, and this normally happens in 5-year cycles. e.tv is also 20 years old and this new look reflects the channel's growth," says Makatseng Mokome.

In the new e.tv on-air look, e.tv has done away with the hard red square background border, opting for a "faded edge" look, giving a softer tonal impression.

The new e.tv on-air look is sophisticated, clean, clear and uncluttered, with programmes introduced and promo-ed with a simplistic and semi-opaque light-grey block stating the title, day, and starting time.