According to MediaGuardian.co.uk, BSkyB’s Artsworld channel will be rebranded as Sky Arts, including its high definition version, from March 1st. As part of the change, there will be new logos and on-air idents.
Upcoming programming includes a new opera strand on Monday nights and more episodes of Mariella Frostrup’s The Book Show. The channel is also to become the broadcast sponsor for the Hay literary festival for the next three years.
Artsworld began in 2000 as an independent channel run by former Channel 4 chief executive, Sir Jeremy Isaacs, but it had to be rescued financially by Sky in 2003, which took a 50 percent share.
In 2005, Sky took full control, so the new branding makes sense considering that all of Sky’s other fully owned channels have a clear Sky identity. Sky Arts HD programmes will also feature as part of the upcoming Sky Anytime ‘push video-on-demand’ service for Sky+ users, which also launches in March.
Media Guardian
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