"They say life begins at 40 so it seemed perfectly fitting to mark our 40th year of local television with an engaging new appearance," said Jake Dheer, station manager for Rogers Dufferin-Peel. "It's important to us to stay connected to our communities and to continue to grow and evolve with them. In making these interesting changes, we're extending an invitation to people to rediscover their local community channel."

The new Rogers TV logo combines the Rogers custom typeface with a new feature dubbed the "TV roundel".

Company officials say the new on-air image appropriately symbolizes Rogers TV as a connector of people and a touchstone for the community.

The new look represents a giant move forward in personality, substance and quality, Dheer said.

"Our new logo is clean, contemporary and well suited to both our program offering and to the company's overall brand strategy," Dheer continued.

Along with the new look is the launch of a new series on cable 10 in Brampton called Perspective Peel, which explores the point of views of community leaders and their unique expertise. More information, including local events and announcements, can be found at www.rogerstv.com.