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Since launched in 1998 as the first free-to-air commercial television station in South Africa.  Since then, the channel has grown from six hours a day of broadcast into a 24 hour channel that has catered to the exact needs of its audience.

So while others will usher in a new year and new beginnings come 1 January 2013, will be revealing its re0imaged brand identity.

The refreshed brand will be a reflection not only of the channel’s origins, but will further entrench the channel’s future vision of pioneering local content.

The re-branding comes in commemoration with’s 14th birthday. The channnel’s last brand refresh was in 2008 when we, the viewers, were introduced to its ‘e’ logo inside a red box.

This new look is inspired by the kaleidoscope of cultures that make up our country’s identity, and will be accompanied by the new pay-off line “Free your imagination”.

“Join us for the countdown on Monday, 31 December as we welcome the New Year with a dynamic new identity that will inspire the imagination of our beautiful nation.” Added’s Channel Head, Monde Twala.

Papi Mabele
Tech enthusiast at heart. Lover of all things digital. Papi is the founder of SA Vibe and has been sharing his love for gadgetry since 2010. Papi sees no need for wearable tech in his busy schedule and considers the Xbox One as non existant. He may come across as bias at times, and still holds a grudge at BlackBerry for creating the 8520.