The Apple of TV

I’m a designer, so I get properly anxious about network redesigns. ProSieben’s launching a new on-air look Sunday night at 20:13, right before Pirates of the Caribbean 2. Silver. Modern. Clear. Cross-platform. They’re calling it E-Motion—which is either a moment of pure creative clarity or just the kind of theme that someone in marketing decided would make everything cohere. There’s a Pussycat Dolls trailer backing it all, because why not.

ProSieben’s been positioning themselves as the Apple of TV stations—tasteful, forward-thinking, design-first. Nice claim. But rebrands are always a gamble. You can polish everything, change the colors, make the graphics move beautifully, and it still might land flat or just look like what everyone else is doing in a few years.

I’m genuinely curious how this one goes.