RTE pitches wide for youth rebrand brief

Radio Telefis Éireann, the Irish public service broadcaster, is undertaking one of the industry’s largest ever design broadcast pitches to select a consultancy to rebrand its young people’s programming output, The Den.

The broadcaster is understood to be holding a 21-way pitch between UK and Irish-based consultancies, including Dunning Ely Jones, BBC Broadcast, Kemistry and BDA.

The move has caused concern among UK broadcast designers, who question the impact of pitches of this scale.

The broadcaster is expected to slash the long list and select between three and five consultancies to take part in a creative pitch that has been scheduled to be held in two weeks’ time. According to a spokeswoman, an initial tender briefing was held in Ireland on 18 May. The revised brand identity is expected to launch in September.
RTÉ is seeking to reconfigure its childrens’ programming and consolidate its position as the leading broadcaster for young people in Ireland.
Programming for the pre-school, pre-teen and teen strands will all be shaken up, with an emphasis on investing more in Irish animation and developing training and media access.
Commissioning editor for Young People’s RTÉ Television, Sheila de Courcy, is spearheading the initiative.

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