Bono TV, the German thematic channel planned by former TV show host Max Schautzer for viewers aged 50 years plus, will launch in autumn, although under a new name.

Bono, the lead singer of Irish rock band U2, has opposed the brand as he is concerned about the protection of his own pseudonym, reports Cologne-based newspaper Express. “We will have to find a new name,” confirmed Schautzer, who used to present prime-time entertainment shows for public broadcaster ARD. “We have already found one to which Bono is agreeable. It is very similar,” he added, without disclosing the new title.

The television channel, which plans to finance through sponsoring and advertising, will be available in digital on Astra (19.2° East) and on cable networks. Schautzer stressed that he is not targeting a purely senior audience: “Programmes will be open for all generations and will place great value on dialogues with young people.” The focus will be on service and advice shows, with entertainment programmes also planned and an emphasis placed on viewer interaction. The channel plans to reach financial break-even within three to four years.