Propeller Television is the first digital channel in Europe to screen 100% new and original programming by film and TV talent from around the world. This is undoubtedly a brave policy for a broadcast channel requiring programme content six hours a night, seven days a week. Developing a brand for a new satellite channel is often about creating a real buzz around the launch to attract the best content makers and early advertising revenue. We set about creating an on and off-air brand that could provide a fitting framework for this innovative company.On-air branding is all about stings, schedule captions and interstitials. Given the channel's name and programming policy, we built the identity around the idea of movement, direction and purpose.

The sting backdrops were mini films about movement from some of the contributing production companies and featured directors. We created a logo that had an in-built sense of movement, so that when it was used as a static graphic off-air, it still retained the sense that it couldn’t keep still. The demographic for the channel ranged from 16 year old early adopters to 40 something media junkies, and in both cases, there was a high expectation of originality and contemporary freshness.

The channel was unveiled to the industry at the International Broadcast Show in Amsterdam and was on from early 2006 on the SKY digital platform. Part of Propeller’s subsequent success story is represented by the fact that it has now generated enough programme content to last until 2011.

"Propeller Television is now firmly established as a recognisable brand in the digital arena – it is memorable and has significantly helped raise awareness for the channel. It provides a clear shortcut to what the channel stands for and it has met the brief in terms of attracting contributors to the channel. The brand gave us a great platform for attracting both cutting edge production work and premium advertising, especially in the early days when we needed it most."

Simon Couth, Managing Director
Propeller Television