UTV Ireland is planning to rebrand in the coming months with changes to the channel's onscreen identity and schedule as it seeks to increase its audience share.
Last week, UTV Media announced that it expects to incur a loss of £11.5m (€16.2m) in 2015 on UTV Ireland, citing weaker-than-expected daytime and weekend audience figures.
It is reported that job losses are not part of the review of the channel, which began broadcasting in January.
Speaking to the Sunday Business Post, UTV Ireland Managing Director Michael Wilson said: "We've gone under the bonnet, what's working, what's not working. We're looking at branding, we're looking at our strategies, our programme acquisition, our news, almost everything we are doing."
He continued: "We are the second-biggest channel in peak time. We are delivering bigger audiences for Emmerdale and Coronation Street than when they were on another TV channel only six months ago and our local programming is actually rating."
On the subject of rebranding UTV Ireland's onscreen identity, he told the paper: "The name is not turning the audience off. What I think the issue is at the moment with our brand in the South is we haven't quite got the curve of modern Ireland.
"We've got lots of beautiful scenic pictures of Donegal and Cork and Roscommon but Ireland has moved on and is moving out of recession. It's a successful country, it has character, it has people and places that are much more modern and relevant to the brand than beautiful shots of harbours and bridges."
