Rapture invests pounds 1m on rebranding drive in bid to woo 16-24s

Youth channel Rapture Television is pouring pounds 1 million into a rebranding campaign to alert viewers to its programme launches.

Youth channel Rapture Television is pouring pounds 1 million into a

rebranding campaign to alert viewers to its programme launches.



The channel is extending its broadcasting hours from two to seven days a

week and will fill the new airtime with a host of programmes designed to

hook 16- to 24-year-old viewers.



As part of the campaign, the youth channel, which is part of United News

and Media, will appoint a design agency to redesign its logo and create

a new look for its website.



Once the brand image has launched, Rapture will run an advertising

campaign to support the changed look.



The company is also on the verge of appointing a new-media agency. It

currently uses BBJ Media.



If the extended hours prove a success, Rapture intends to broadcast its

services 24 hours a day within the next 12 months, as well as taking

part in pay-per-view initiatives with Sky Digital.



The new programmes that will fill the increased broadcast hours include

an internet series called Byte Me and The Beach, part of a series of

documentaries that cover global events.



Other programmes include Got Any Gear?, a series of 15-minute fashion

reports from Paris and Milan aimed at clubbers, Extremity, a show

focusing on extreme sports, and The Clubbing Zone, a guide to the

European club scene which embraces several different shows.



Rapture was launched in 1997 by Adam Stanhope, managing director, and

Robert Ditcham, commercial director, whose previous role was chief

executive of Initiative Media.



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