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Feel wins £2m Rapture TV relaunch task

LONDON - Edinburgh-based production company PowerTV has hired Feel for the £2m relaunch of youth channel Rapture, which it bought from United Business Media in July.

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Feel, the start-up agency founded by former Saatchi & Saatchi integrated creative director Chris Arnold, will handle the marketing and rebranding of the channel, as well as advising on sponsorship deals and programming.

Rapture TV was originally launched by United in 1997. It contained music shows alongside extreme sports programmes, most of which were hosted by young presenters, who had been hired following auditions open to members of the public with no former presenting experience. It closed at the end of last year after the company failed to find a buyer.

Power TV managing director David Henry said: "Rapture has built up a strong brand and following among a youth audience but became a victim of unimaginative programming and lax business practices."

Power TV aims to make the channel more interactive using technology such as SMS, which is popular with the youth audience.

"We plan to move it on with Feel's help and make it more relevant to the youth audience, who demand more of a channel and want to see it as part of their lifestyle, not just another channel showing endless dance videos and extreme sports fillers," Henry said.

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