Executives at Irish language television station TnaG will today announce their plans to rebrand the channel with a new look and name.
From next month, the TnaG symbol will be replaced by a less intricate green and purple logo, designed around the new name TG4. The move will coincide with the launch of the station's autumn schedule.
The rebranding is being seen as an attempt to establish the station as the fourth national television service and not just a minority Irish language station.
According to Mr Padhraic O Ciardha, leas cheannasai of TnaG, the change of identity is a "natural step". He added that "the core values of the channel remain the same". €1 and Radio Telefis Eireann, had changed their name at some point in their development, he said.
Designed by Dublin consultancy Dynamo, which also came up with the original TnaG logo, the TG4 mark is intended to give the station a more contemporary feel.
Mr O Ciardha said yesterday that the station's daily audience reach - people who tune in for more than a minute each day - is about 400,000.
The rebranding is understood to have been influenced by the fact that TnaG has suffered by not receiving equal prominence with other national broadcasters in the TV listings section of newspapers and magazines. Along with TV3, the station is looking for a prime position on the cable network.