Euronews revamps image, puts more emphasis on news

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LYONS -- Euronews, the first multilingual pan-European news channel, has revamped its on-screen identity and unveiled a new program schedule to bolster its news and current affairs positioning.

The shake-up is part of the channel's efforts to become more high profile and more commercial, put in train by President Jose Vila Abello who arrived last August.

The new identity, designed by the Paris office of Young & Rubicam subsidiary Wunderman Cato Johnson, replaces the previous yellow and blue graphics, incorporating a world globe, with the word "euro" in white reversed out of a black strip, with the word "news" below it in blue. Both are in lower case. Within the black strip is the tag: "Think broad."

The new look is designed to give the channel a friendlier feel, says spokeswoman Nathalie Scherer.

Programming has been altered to include all-news slots between 6am and 9am and between 7pm and 11pm, bringing a news bulletin every 15 minutes and a special focus on business, the European union and sports. A "noticeable accent on European identity" has also been scheduled in, with reports from different EU member states forming the highlight of international news.

First consumer advertising, using print, will break in the next few weeks, via WCJ, the channel's first ad agency, appointed in October last year.

Euronews, based in Lyons, France, broadcasts to 38 countries around Europe and the Mediterranean. It screens the same picture in each market, but uses five local language voice- overs. The channel had a potential reach of 86.8 million households at December 21, 1996.

It is funded by its 17 public broadcaster shareholders from different countries and the European Parliament.

Copyright March 1997, Crain Communications Inc.

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