BSkyB to rebrand culture channel Artsworld as Sky Arts

The broadcaster will also rebrand its high definition channel Artsworld HD as Sky Arts HD.

The channel will launch with new logos and identity as well as on-air idents and off-air communications, to bring it more into line with the Sky portfolio.

Upcoming highlights on the channel will include a new opera strand 'Monday Night Opera' and a new series of 'The Book Show', a weekly in-studio chat show with some of today's leading authors hosted by Mariella Frostrup.

John Cassy, channel manager of Artsworld, said: "The move from Artsworld to Sky Arts is a great testament to Sky's continued investment in the arts and the breadth of quality and content that Sky has to offer.

"The change in name will help create further awareness of where to find our channel, as well as of Sky's association with the arts including its ongoing sponsorships of English National Opera and English National Ballet, the British Film Institute and The National Trust."

Sky announced that Artsworld would be available in high definition to subscribers in August 2005 along with a raft of other channels including a Sky Sports channel, Sky One, a Sky Box Office channel and two Sky Movies screens.

This article was first published on brandrepublic.com