To create new brand identity, positioning channel as a multiplatform entertainment hub for 16-34 year olds.

Offering genuine viewer interaction beyond traditional programmes.

Capturing maverick spirit of channel, and showcasing it’s unique world, the brand work gave a seamless experience across multiple platforms. Innovations for the channel included user generated content, first channel simulcast that appeared online/ on-air for UK channel.Share amongst 16-34s was 3.9% - 44% rise year-on-year.Weekly Reach to 16-34s rose to 35% - a 33% year-on-year rise, and up 23% on 2007.

41% audience is 16-34,up 14% year on year (36%)