In 1996, Tyne Tees - one of the North-East’s most beloved TV stations - was abruptly rebranded as Channel 3 North East. Sleek, corporate, and utterly soulless, the rebrand alienated viewers and turned a regional favorite into a forgettable number on the dial. Led by Bruce Gyngell, the ambitious chief executive of Yorkshire‑Tyne Tees, the move was meant to modernize the network - but it backfired spectacularly.

In this episode, the last of the current series of the TV Live Podcast, Rob Francis dives into the infamous rebrand, the station’s cheeky personality that earned it the nickname “the bitch network,” and its triumphant return as Tyne Tees in 1998. He'll share what it was like watching this from the south, long after the fact, and why this story is a lesson in hubris, identity, and the power of local TV.

WATCH: Matthew Harris' absolutely brilliant ITV In The Face episode focusing on Tyne Tees - https://www.youtube.com/watch?v=MNOx6-3a5Fg