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´óÏó´«Ã½ Worldwide Channels has today unveiled plans for a rebrand of its general entertainment channel ´óÏó´«Ã½ Prime. From November this year, the pan-regional channel will be rebranded as ´óÏó´«Ã½ Entertainment, providing viewers across Europe and the Middle East with a new-look home for compelling comedy, drama and light entertainment programming from the ´óÏó´«Ã½ and other UK production houses.

´óÏó´«Ã½ Prime first launched in 1995 and is currently available in 12 million homes across Europe and the Middle East. The decision to rebrand was taken as part of ´óÏó´«Ã½ Worldwide Channels' ongoing commitment to offer its viewers channels of the highest quality.

The rebranded channel will utilise the award-winning on-air look of ´óÏó´«Ã½ Entertainment, supported by a recent investment in 800 hours of fresh programming.

New dramas set to premiere on the channel from November include This Life +10 and the five-part series Mine all Mine, penned by Russell T. Davies, while upcoming comedy series include Lead Balloon S2 and The Omid Djalili Show. The channel will also air blocks of documentary, lifestyle and children's programming in off-peak hours and will continue to be the home of popular long-running serials such as Eastenders, Holby City and Casualty.

Dean Possenniskie, General Manager and SVP EMEA, ´óÏó´«Ã½ Worldwide Channels said: "Launching ´óÏó´«Ã½ Entertainment in over 12 million households in Europe is a significant step in our ongoing commitment to provide audiences with channels that reflect the quality synonymous with the ´óÏó´«Ã½ brand. I'm sure viewers will appreciate the fresh and contemporary on-air look for ´óÏó´«Ã½ Entertainment and will enjoy the hundreds of hours of fresh programming that will hit their screens this year."

The rebrand of ´óÏó´«Ã½ Prime to ´óÏó´«Ã½ Entertainment will bring the channel in line with ´óÏó´«Ã½ Worldwide Channels global portfolio of ´óÏó´«Ã½-branded thematic channel brands - ´óÏó´«Ã½ Entertainment, ´óÏó´«Ã½ Lifestyle, ´óÏó´«Ã½ Knowledge, CBeebies and ´óÏó´«Ã½ HD. ´óÏó´«Ã½ Entertainment first launched as a fully localised channel in Asia in 2006 and since then has launched across India, Poland, Africa, Scandinavia and Latin America.

Louise Loffel/Harriet Otoo