General manager Ant Hayward said: “We've always liked names that aren't too technical, which sound rather outdated now. Beach 74 is more modern and softer than ArenaP3.”
The rebrand follows the key appointments of dubbing mixers Ken Williams and Luke Hatfield and an upgrade in audio equipment to Protools HD 7.4.
The company is also beta testing a Digital Vision Nucoda Film Master, which it has moved into the facility.
Joint managing director of TV Set Dave Thompson said: “With our recent investments and the rapidly changing industry, we feel that this is a good time to launch with a new identity.”