Standing up.

As the intelligent alternative to the mainstream, Prime has a loyal audience.

But when programming changes broadened their appeal, it was time to stand up as the strong market player they had become, and shake off the poor cousin persona.

We needed to help make a hero of new international content, excite loyal followers, and welcome those discovering the channel. So we developed an off and on-air brand that was younger and more exciting – that framed the new content and positioned them as a free to air leader.

The new brand and tone-of-voice showcases Prime’s passion for what they do as a channel, making sure their audience feels a part of the new Prime. A thoughtful and intelligent free-to-air channel accessible to all Kiwis, brought to life with dynamism and momentum.

Today, Prime TV is fresher, more exciting (but of course – still clever), ambitious, bold, and passionate about great TV.