Emmerdale given modern makeover
'Emmerdale' is getting a modernised revamp from bosses at ITV, who want the soap to be more dynamic
'Emmerdale' is getting a modern makeover.
Bosses at ITV have promised a brand new look - including revamped logos, theme music and a more up-to-date feel - for the soap, which has run since 1972 and focuses on the lives of villagers living in the Yorkshire Dales.
The show's fresh identity, which will continue to be set against its traditional rural backdrop but will bring more dynamic characters and storylines, will be aired for the first time on Monday (30.05.11).
Executive producer Steve November said: "Our aim is to refresh perceptions of the programme. "'Emmerdale' has a unique voice and we wanted to reinforce that by giving it a fresher, more contemporary feel, to reflect the richness and diversity of its characters and storylines."
ITV Creative commissioned branding agency Lambie-Nairn to produce the makeover, which includes new opening credits shot in high definition (HD) with a recording of a modernised orchestra playing the theme tune.
A new website dedicated to the show was also launched today (27.05.11), including an interactive map of the Emmerdale village and video profiles of favourite characters, such as Aaron Livesy (Danny Miller).
The re-brand follows a £5 million investment by ITV Studios to create a bespoke production studio in Leeds, which opened earlier this year.