Taking advantage of the overhaul of the DTT numbering system, France Télévisions has just radically transformed its visual identity and the names of its historic channels. France 2, France 3, France 4 and France 5 are bowing out to make way for france.tv, a unique brand resolutely focused on digital.
A name change orchestrated with the new DTT
On Friday, June 6, French digital terrestrial television (DTT) underwent one of its biggest reorganizations, with a new numbering system that affected both televisions and operators' boxes. Alongside the end of C8 and NRJ12, replaced by new local channels, France Télévisions seized the opportunity to implement an ambitious brand strategy: the disappearance of the numbered names of its generalist channels, in favor of a new identity.
- France 2 becomes france.tv (channel 2)
- France 3 becomes ICI during regional programs (channel 3)
- France 4 becomes Okoo from 5 a.m. to 9 p.m. (channel 4)
- France 5 also becomes france.tv (channel 5)
- Franceinfo retains its identity on channel 16
This standardization is accompanied by the disappearance of the traditional 2, 3, 4 and 5 logos on the screen, replaced by the single france.tv logo, visible at the top right during broadcasts. Behind this change, the president of France Télévisions, Delphine Ernotte Cunci, has a clear desire: to impose a strong, readable and consistent media brand across all media, at a time when audiovisual consumption is becoming increasingly hybrid, between linear television, replay and streaming.
This shift is part of an offensive strategy in the face of competition from international platforms such as Netflix, Disney+ or Prime Video. The france.tv platform, already boasting 36 million unique visitors each month, aims to become an essential access point to public audiovisual offerings, soon to be enriched by the arrival of LCP, Public Sénat, TV5Monde and France 24.
Nothing changes, except the name
Despite this merger of identities, some brands retain their autonomy on air. This is the case for franceinfo (channel 16), ICI for regional programs on France 3, Okoo for youth on France 4, as well as the overseas network Outre-mer La 1ère. This segmentation helps preserve the specificity of the offerings, particularly in terms of news and local content. The channels' editorial strategy has not fundamentally changed: France 4, for example, will continue to offer youth programming during the day under the Okoo banner and, in the evening, cultural and family content. ICI (formerly France 3), for its part, will focus on local news.
This name change is not, however, limited to a simple rebranding. By relying on a single brand, France Télévisions hopes to strengthen its visibility, facilitate navigation between its content and build loyalty among an increasingly fickle audience, particularly the younger generations, who are less and less attached to the traditional television format.
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