New pay TV arts channel to be called STVDIO

Tim Burrowes

January 25, 2010 10:47

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”.

stvdio

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.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

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6 COMMENTS

Clinton 25 Jan 10

Anyone know who did the identity?

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Camille Alarcon 25 Jan 10

Hi Clinton – the logo was created by Frost Design. That’s now been updated in the story.

Cheers,

Camille – Mumbrella

Adrian Farrow 25 Jan 10

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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Clinton 25 Jan 10

Hi Camille – It looks it! Thanks for the info.

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Jack 25 Jan 10

“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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Fan2016 28 Jan 10

is this an April Fools Joke?! How the heck are they going to find enough content to fill it?

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