New look ATV revealed

Hong Kong - Asia Television has reworked its programming format placing a greater emphasis on local content and has today launched a new on-air station id.

ATV's reworked program format will see a greater emphasis on drama, cultural and lifestyle programs, reality TV and lifestyle, as part of a strategy to lift its audience share.

Four infotainment channels and a "Black Comedy" channel will be introduced.

The station has also today relaunched its on-air look with a new station logo designed by UK agency Red Bee.

In it's 50th year, ATV said the logo represents will add "vitality and youthful vigor" to its image and reflects its migration into the "new era of digital broadcasting".