Virgin1 Preps Details for Rebrand

LONDON: Virgin1 is to launch its new brand identity on June 9, fronted by the on-screen character Red, who will be taking charge of channel navigation, program credit rolls and will be starring in his own idents and ads.

Red, who has a cheeky and naughty personality, will be making his presence felt throughout Virgin1. Red will take charge of all program navigation and credit rolls by adding his own commentary and on-screen activity. His interactions will be tailored to the programs on screen as he gives his own slant on the Virgin1 brand. As the new face of the channel, Red will appear in Virgin1 idents with a number of Virgin1’s well-known stars, including Chuck (Zachary Levi) and Danny Dyer, as well as using idents to enact his own irreverent take on program favorites.

Also appearing on June 9 will be a new logo, which takes on a retro feel. Additionally, a new program lineup, including The Life and Times of Tim, Chuck (season 2), The Naked Office and Why Men Watch Porn, as well as the Jim Davidson one-off special So You Think I’m An A***hole join Red on Virgin1.

Jeff Dodds, the brand and marketing director for Virgin Media Television, said: “This is the first time ever a character has been used to embody and personify the values of a channel in quite this way, and we’re delighted to be pushing boundaries once again. As Virgin1 has evolved we wanted to bring the values of the channel alive. It is known for being irreverent, unexpected and a little bit naughty, and Red definitely encapsulates all of these values. He will be mixing things up both on screen and off, and will be giving viewers yet another reason to tune in. We hope that Red is not just someone that viewers will come to associate with the channel, but that his character and individuality will make them love Virgin1 even more.”

Andy Bryant, the director of creative at Red Bee Media, the agency behind the new character, added: “In creating Red our ambition has been to develop a highly distinctive and relevant brand identity for Virgin1. In an increasingly competitive media environment in which viewers have more and more ways to access the content they want it is more vital than ever for a channel brand to have its own unique and engaging personality.”