Liberty Global will drop the UTV Ireland brand from its newly acquired channel, which will take the name be3.
While be3 becomes a female-focussed channel, some of UTV Ireland’s most popular shows including Coronation Street and Emmerdale will make their move to Liberty’s TV3.
3e will also be refreshed with a focus on light entertainment for 15 to 44-year-olds.
Children’s programmes previously carried on 3e will move to be3.
Around 20 jobs will go when the UTV Ireland operation currently based in Macken House moves to TV3’s headquarters in Ballymount early next year.