Advanced Television

France: Common branding for PSB channels

March 26, 2025

From Pascale Paoli-Lebailly in Paris

Similar to a previous BBC initiative, the logos of French PSB channels France 2, France 3, France 4 and France 5, are set to phased out on TV screens in the country to be replaced by the unique brand France.tv.
France Televisions CEO Delphine Ernotte-Cunci revealed this strategic move at a press conference in Paris, ahead of the arrival of the arrival of DTT service France 4 and franceinfo on new channel numbers on June 6th.
TV regulator Arcom ruled on this DTT number change following the decision to end the C8 and NRJ 12 channels, which disappeared from screen at the end of February.
France 4 will directly follow sister channels France 2 and France 3 as it will be found on channel 4, replacing Canal+ which is also leaving the DTT platform.
“Having our channels grouped has liberated us from the numbers and has allowed to plan a brand revolution,” commented Ernotte-Cunci.
Two channels will be excepted: news net franceinfo as well as ICI. Youth service Okoo and overseas offering La Première will also keep their brands.
According to France Télévisions, this new step takes into account the success on non-linear replay and on-demand platform france.tv, which attracts 36 million viewers each month.
“Our objective is to be best acknowledged, and spread in the digital and social networks environment, especially for the young people who don’t care about the channels numbers,” added France Télévisions, also noting that the positioning of the DTT channels will remain the same.
In the coming months, platform france.tv, which already distributes Arte content, will be enriched with the line-up of public services and channels INA, LCP, Public Sénat, France 24 and TV5 Monde.
Ernotte Cunci and her team have prepared this strategic pivot a few months before the end of its second presidency in August 2025.

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