SBS Belgium channels VIER, VIJF and ZES are rebranding as Play4, Play5 and Play6.
The move comes 26 years after the launch of VT4, then broadcasting into Belgium from London, and which evolved into VIER in 2012.
The broadcaster said the viewer was “increasingly overwhelmed by channels and streaming platforms, this should create clarity”. The channels compete with the VTM channel family launched last year and public broadcaster VRT.
On April 2 a fourth channel will launch, Play7, a female-skewing channel that is expected to be available to all Flemish viewers.
The new name is a nod to SBS owner and cable network Telenet which already uses the name for its Play More premium channels, including Play Sports.
