WHC is a BS digital high definition television channel fully owned by MITSUI & CO.,LTD., scheduling to broadcast a wide range of programs whose concepts are “high-quality, wholesome and a premium aura”.
The line-up of programs centers around content developed by Disney (animation), the National Geographic Channel (documentaries), MTV (music), Takarazuka (operettas), Fox (dramas) and QVC (shopping). In addition, the channel will operate 24 hours a day and be completely free of charge to viewers. (WHC will begin broadcasting on December 1, 2007.)
TwellV is a nickname for the channel and is compounded from the word “well”, which symbolizes the above channel’s concepts of “high-quality, wholesome, a premium aura” inserted right between T and V, with a play on words between “Twelve” and the “BS12 channel”.
The logo below depicts the arc of a clock starting from the channel number 12, representing 24 hour completely free subscription and the BS broadcaster’s ability to distribute global contents rapidly and smoothly. It’s Japanese catch phrase is “JIYUUNI(12) MIYOU TwellV ” (Let’s watch TwellV freely), which is another play on words between JIYUUNI and 12.