UTV Ireland is set to overhaul its image in a bid to connect with viewers and improve its ratings.
The broadcaster is to air new promotional sequences which will focus on Irish people from all walks of life and will feature new 'YOU TV' branding.
"It is important to us that we capture every-day people doing every-day things, because they are our viewers," said UTV Ireland's Head of Channel, Mary Curtis.
It's only nine months since UTV Ireland launched in the Republic, and it's fair to say it hasn't been the easiest of starts for the new channel.
In June, parent company UTV Media estimated that losses at UTV Ireland would reach £11.5 million (€16.3 million) by the end of 2015.
Last month it was confirmed that UTV Media was in negotiations to sell off its television assets after rumours that ITV planned a buyout.
And just last week UTV Ireland pulled the plug on Pat Kenny's chat show, which was one of the station's flagship programmes prior to its launch.
Calling the new campaign a "brand refresh", Curtis said the station wanted to tell "the stories of our viewers at work and at play".
"Our new channel imagery focuses on real people going about their daily routines and professions," she said.
"We filmed a tattoo artist working on his latest creation, a farmer and his son feeding their livestock, skaters in Dublin's Bushy Park, a fashion designer working in her studio, a dog groomer and many more."
We're going for a new look - find out more tomorrow on #UTVIreland. pic.twitter.com/OP5eddWm2w
— UTV Ireland (@UTVIreland) September 13, 2015
