New pay TV arts channel to be called STVDIO
The new SBS-produced arts channel for pay TV that will take the slot currently occupied by Ovation has been unveiled as STVDIO, although it is pronounced “Studio”.
The broadcaster said it has been spelt with a “v” to bring out the word “TV”. The logo was created by Frost Design.
The new arts channel will launch on April 1 with details of the programming yet to be revealed.
Jacquie Ridell, SBS director of marketing, said: “The name STVDIO represents the new channel perfectly.
“Every art form – be it dance, fine art, music, theatre, film or writing – is created in a studio. In addition to performance, our new channel will take audiences into how art is made and what makes artists tick.”
STVDIO replaces the Ovation channel which was dumped by Foxtel and Austar after the pay TV operators opted instead to sign a deal with SBS to launch a new arts and entertainment channel this year.
STVDIO is operated by SBS subsidiary, PAN TV.
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Anyone know who did the identity?
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Hi Clinton – the logo was created by Frost Design. That’s now been updated in the story.
Cheers,
Camille – Mumbrella
Has anyone bothered at SBS to read some of the literally hundreds of emails of complaint about this switch from Ovation on their website? The current audience is clearly fifty plus (Andre Rieu fan types). To get this new mythical affluent younger male audience will take years and in the meantime holding your current audience might be a good idea. Stvdio as a name will have them fleeing in droves, guess what SBS, I think most people watching a TV programme would know they are on TV and having an unpronounceable name that you have to tell them is pronouncable can hardly fill them with confidence and hardly more attractive to this new group. Adrian
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Hi Camille – It looks it! Thanks for the info.
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“Every art form – be it dance, fine art, music, theatre, film or writing – is created in a studio, so the name STVDIO represents the new channel perfectly” said Jacquie Ridell, SBS director of marketing. “Well, except that we didn’t like the way studio is spelled, so we changed that.”
Ridell went on to say that “We wanted to be arty and BVLGARI and, y’know, cutting-edge and daring and different but not TOO different… so what if most of the Ovation watchers will think it’s pronounced “S T VIDEO”, we didn’t go to all the trouble of cooking up a cool new logo for anything to do with, y’know, the audience. Why should we do anything for that pack of menopausal Andre Rieu fans? This logo and brand is for us, baby!”.
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is this an April Fools Joke?! How the heck are they going to find enough content to fill it?
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