BBC Prime becomes Entertainment

By Robert Briel
September 24, 2009

After 14 years the BBC Prime name will disappear when on November 11, the channel will be rebranded as BBC Entertainment.

The name change will bring the channel into line with the portfolio of channels from BBC Worldwide, which now consists of BBC Entertainment, BBC Lifestyle, BBC Knowledge, CBeebies and BBC HD.

At the moment, BBC Prime reaches some 12 million households in Europe and the Middle East.

For the Dutch speaking market, the channel will start subtitling its programmes. Prime is carried on most platforms in the territory including Ziggo, Telenet and KPN, but not on UPC. In Holland and Belgium national BBC channels are available on a number of platforms, including BBC 1, BBC 2, BBC 3 and BBC 4.

BBC Entertainment was launched in Asia in 2006. It now has localised versions in India, Poland, Africa, Scandinavia and South America.