Bruce Gyngell, the former chairman of breakfast station TV-am, became YTTT's managing director on 15 May 1995. On 2 September 1996, Bruce Gyngell made the controversial move of re-branding Yorkshire-Tyne Tees Television under the unified brand "Channel 3" While Yorkshire used a scaled-back version of this branding (still using the Yorkshire chevron logo and being verbally known as "Channel 3 Yorkshire"), Tyne Tees was re-branded as "Channel 3 North East". It dropped the familiar TTTV logo, and relegated the Tyne Tees name to secondary branding.