Blue Ant Media-owned Bite TV unveiled a rebranded on-air and online look Thursday that aims to reposition it to better reflect its viewer base of men aged 18 to 49.

With a new logo that has a typewriter feel, and yellow and purple as its two new core colours, Jennifer Mason, director of marketing and communications, Blue Ant Media, tells Playback that the comedy channel’s brand makeover was also meant to coincide with a recently introduced free preview in Western Canada.

To support the brand overhaul, Bite has launched a national advertising campaign that focuses on its comedic offerings, including stand up, series and movies.