From Tuesday November 5, the Ici label will replace the France 3 Grand Est logo on the screen during the broadcast of France 3 regional programs. We explain the meaning of this name and what will change (or not) for viewers.
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The appearance of the logo on the screen on Tuesday November 5 marks a new stage in the deployment of Ici, the label of France Télévisions’ local offering. This brand evolution aims to make regional programs, news editions and local content from France Télévisions more identifiable, and ultimately regardless of the broadcast channel (TV channel, VOD platform, website and social networks). . If the logo on the screen changes, no impact will be noticed by viewers.
If the appearance of the identifier on the screen marks a new stage for the Ici label, the brand is not unknown to viewers. Its deployment is in fact a continuation of the launch of the ICI information application, joint with France Bleu, in 2022, and the news broadcasts ICI 12/13 and ICI 19/20 in 2023.
Although it will be visible on the screen, the Ici label will not replace France 3. It is indeed necessary to distinguish the channel via which the content is viewed (the France 3 channel, the france.tv platform, the pages on social networks , the grandest.france3.fr site) of the Ici label, which will now identify the entire range of local content from France Télévisions, and, from January, from Radio France. The France 3 logo will also remain visible on the screen during the broadcast of national programs.
For example, the same mechanism was applied by France Télévisions in 2019 during the launch of Okoo, the label identifying the group’s entire youth content offering, whether it is broadcast on France 3, France 5 or France.tv.
“France 3 still exists” insisted Philippe Martinetti, the deputy director of antennas and programs responsible for France Télévisions’ local offering, during a press briefing last Wednesday. “But we are pushing the cursor a little further” on the regionalization of the offer with the Ici label, he clarified.
The launch of the Ici label will not lead to any change in the France 3 Grand Est program schedule. Viewers will find their shows and programs at their usual times and on their channel.
The deployment of the label Here on the screen sparked a strike movement within the regional branches of France Télévisions on Monday November 4, the date initially planned for the appearance of the logo on the air, leading to a disruption in the broadcasting of programs on this day. “This project can be read as a first step towards a merger of the France 3 and France Bleu networks.writes the inter-union CFDT-CGT-FO-SNJ-SUD in its notice, denouncing “a loss of identity” et “great socio-economic insecurity. The management of France Télévisions assures, for its part, that the evolution of the brand will not lead to any structural change, nor merger, nor organizational modification.
From January, Radio France will also adopt the Ici label for its local offering, currently France Bleu. Regional public service media thus intend to strengthen their local offering by offering local global media (radio, TV and digital), according to the desire affirmed in October 2023 by the president of France Télévisions, Delphine Ernotte Cunci, and her counterpart at Radio France, Sibyle Veil. The deployment of Ici, associated with the strengthening of editorial collaborations between the two media, displays the ambition of greater visibility and readability, with always the same guarantee of reliability, a guarantee of trust for the public, according to the management of the two public groups.
