TV3 and Catalunya Radio become 3Cat, CCMA's new audiovisual brand

The CCMA (Catalan Audiovisual Media Corporation) is heading towards the future by merging two historical brands such as TV3 and Catalunya Ràdio into 3Cat, a new stage “to promote access to quality content in the Catalan language” and “adapt” to new consumer habits.

3Cat seeks to “reformulate” the classic structure of radio television to offer Catalan citizens a “great content factory.” This brand assumes the values ​​and the most powerful identification of TV3 (3) y Catalonia Radio, which is now called Catradio (Cat). 3Cat will also be the name of the new OTT and, progressively, of all distribution windows.

The presentation of the new brand was attended by the president of the CCMA and 3Cat, Roman Rose; the vice president Angels Ponsa; the secretary counselor, Lluís Garriga; the director of TV3 and director of audiovisual content at 3Cat, Sigfrid Gras, and the director of Catalunya Ràdio and director of audio content at 3Cat, Jordi Borda, who have explained the great leap involved in becoming a great content platform under the same brand. In the words of roman: "The new brand is born and starts from everything that TV3 and Catalunya Ràdio has represented but with a look forward. 3Cat unites us all under the same brand that wants to project itself strongly and with all the ambition in this highly fragmented audiovisual world where, to be more visible, we must join forces."

For its part, Sigfrid Gras has highlighted the convergent nature of TV3 and Catalunya Ràdio that will define their future in the form of 3Cat: "We have always been a great content factory. But we want to be more so. And we want 3Cat to be, as we have said, the great factory of quality audiovisual content in Catalan of reference for citizens. Therefore, starting in the fall, all our content will be presented with this new future brand that excites us, 3Cat. For this reason, TV3 will progressively evolve into 3Cat.”

The path to 3Cat, in phases

The business and marketing director of CCMA, Núria Fargas, explained that the transformation process towards 3Cat will be implemented in a total of six phases in which the new brand will take center stage to end up being the name that will identify all the content and all the actions: "Today, the first phase begins with the presentation of the new 3Cat brand; the second phase will begin in September with the application of the new Catràdio image; with the third phase, also in September, we will implement the brand in the video, audio and digital content of own production. This fall, in the fourth phase, 3Cat will begin to appear on social networks and, especially, in the new OTT. And in the fifth and sixth phases, the 3Cat brand will reach the television and radio environments.

Key to the promotion of the brand will be the launch of the new OTT announced in March. This new platform for quality content in Catalan with universal and free access seeks to be able to compete with the large platforms, thus guaranteeing citizens' access to content in Catalan in the digital environment.