UTV Ireland is to be rebranded as a female-orientated channel called 'be3' from next month, as part of a new three-channel strategy at TV3.
Other content on the channel will include drama and soap repeats, while be3 will also have three hours of children's television programming daily.
From 9 January, TV3 is also set to rebrand its news output, with a group newsroom, '3 News Ireland', providing news programmes for all three channels.
TV3's parent company, Virgin Media, completed the acquisition of UTV Ireland last week.
The company said then that redundancies may be unavoidable following the takeover of UTV Ireland.
TV3 said it was looking to fill 40 vacancies, "many of which it is hoped will be filled by current UTV Ireland staff".
As part of the new strategy, the group's existing channels - TV3 and 3e - will also receive new brand identities.
TV3 will be the group's flagship channel, will focus on premium Irish content as well as acquired programming, while 3e will be positioned as an entertainment channel targeted at the 15-44 age group.
The station's recently appointed Group Director of Programming, Bill Malone, said the new strategy "represents a historic shift in Irish broadcasting.
"TV3 is now a three-channel business and today we unveil three new-look and distinctive brands.
"Our commitment to Irish programming is clearly evident - we are now an Irish broadcaster of scale."
