We were invited to take part in a treatment process for the update of South Africa's premier digital satellite TV channel, M-Net. Our main working concept was to bring the brand back to a point where the channels focus was its content. Users know and understand that the channel broadcasts premier television content, and we wanted to focus on that fact. The channel should amplify the content, and through that, itself.

The channel pay-off line was tweaked to "Your magic begins here", and this was initiated by the fact that the best content is hosted on the M-Net and is the first channel in the satellite bouquet. This tied into the historic usage of the word 'magic' in M-Net's brand communication and how creating television magic has become synonymous with the viewing public in South Africa.

Utilising 2 simple and sleek treatment options, we focused on highlighting the world class content and presenting the viewer with a channel they can immediately recognise as M-Net.