Television New Zealand is rebranding its digital channel TVNZ6 to a youth-focused channel. Called simply U, the new-look channel will launch on March 13 and target New Zealand youth aged 15-24. The shift to youth is prompted following rival MediaWorks’ rebranding of its music channel C4 to a mainstream entertainment channel called Four, and shift TV3’s focus to 25-54-year-olds. TVNZ head of digital media and channels Eric Kearley said the changes at his competitor – coupled with the demise of MTV locally – left a gap in the market for youth-focused programming. The broadcaster has formed a partnership with social networking site Facebook, in a bid for integration and closer relationships with viewers. U will feature a hosted block of content from 4pm to 7pm daily, driven by a live Facebook application, where profile pictures, people’s comments and polling activity will be automatically pulled through into broadcast. U will be broadcast on Freeview channel 6 and Sky channel 16.