The coverage was presented by Tommy Martin alongside Paul McShane and Brian Kerr with commentary by Dave McIntyre and Kevin Kilbane.

A milestone in TV3 broadcasting history came with coverage of the 2011 UEFA Europa League Final, held at the Aviva Stadium in Dublin.

In 2008, the station began broadcasting a selection of live matches, as well as a weekly preview show called Championship Throw In.

Days after the loss of Gaelic games Championship rights in 2014, the station secured live free to air coverage of the 2015 Rugby World Cup.

Coverage was presented by Matt Cooper or Tommy Martin alongside Keith Wood, Matt Williams, Peter Stringer, Shane Jennings, Neil Back, Murray Kinsella with commentary by 2 commentary teams – the first being Conor McNamara, Stuart Barnes and Liam Toland and the second being Dave McIntyre and Hugo McNeill.

Other commentary was provided by the world field such as Andrew Cotter, Joel Stransky, Alan Quinlan, Chris Patterson.

The show airs every weekday morning from 07:00 until 11:00 featuring a broad range of topics such as news, show business, daily newspapers, current affairs, technology, cooking, animal welfare, social issues, fashion, beauty, health, interviews, traffic reports, weather, sport, movies and music.

Ireland AM's presenting team include Karen Koster, Anna Daly, Ciara Doherty and Alan Hughes.

Midday broadcasts from 11:30 until 12:30; the show is presented by Elaine Crowley and is joined on occasion by Sybil Mulcahy in front of a live studio audience.

From 2001 TV3 began to produce Irish versions of hit international television shows including The Weakest Link hosted by Eamon Dunphy.

In 2009 entertainment news anchor Lorraine Keane left Xposé, which resulted in a reality TV show called Total Xposure which focused on a nationwide search for a new presenter.

[39] The celebrities who appeared in the show's first season included Brian Dowling, Pippa O'Connor, Leigh Arnold, Virginia Macari, Celia Holman Lee and Breffny Morgan.

In the same month TV3 introduced Style Wars, a search for Ireland's top fashion designer in a similar format to Project Runway.

Following the success of MTV's scripted reality shows such as Jersey Shore, TV3 introduced its equivalent with the launch of Tallafornia in 2011.

However, in a change of plans, TV3 opted for a weekly Friday night series for a six-week run, with The Seven O'Clock Show replacing Late Lunch Live.

TV3 would later produce The Guards[45] starring Emmett J. Scanlan, promoting it as an Irish version of The Wire[46] it was scheduled to broadcast in summer 2010.

[51] In late 2009, following the cancellation of RTÉ's critically acclaimed medical drama series The Clinic[52] TV3 speculated at reviving the show as a soap rather than a serial.

The first major documentary was Me and The Big C, charting people's struggle with cancer; Inside and Out, a makeover show hosted by Sinead O' Carroll; Dirty Money: The Story of the Criminal Assets Bureau, a crime documentary fronted by Paul Williams; and Diary of... which followed six people as they went through life-changing events.

TV3 announced a raft of TV documentaries in 2011 including The Irish of 9/11, The Hospice, Paul Connolly Investigates, Anatomy of a Car Crash, Challenging God, 24 Hours to Kill, The Day the Germans Bombed Dublin, The Rise and Fall of Fianna Fáil, Sex Lives, Hen Parties, Paddies in Paradise, Strictly Irish Dancing, Ireland's Disco Kids, Dejunk Your Life and Ireland's Top Teens.

New documentary series include The Estate, which looks at life in a low-income neighbourhood; In the Name of the Republic; Michaela: The Search for Justice; Sex and the Gaelteact.

Prior to the channel's launch TV3 signed agreements with big US broadcasters to air first rights of Sex and the City, Buffy the Vampire Slayer, JAG, FX, The Net, South Park and Just Shoot Me!.

Under an agreement with Granada many of ITV's programming began to simulcast on TV3 from 2001, such as Coronation Street and Emmerdale (both previously aired on RTÉ One), Bad Girls and Footballers' Wives.

[62] On 6 November 2013, UTV Media announced its plans to launch a new television channel within the Republic of Ireland by January 2015.

As part of this announcement UTV Ireland Ltd confirmed it secured Irish broadcasting rights to key programming from ITV Studios Global Entertainment (including Emmerdale, Coronation Street, Jeremy Kyle among other shows).

While utilising its existing logo, TV3 revealed new idents which are computer-generated and based around specific themes (e.g.: crime, urban, entertainment).

On 6 December 2016, it was announced that TV3, along with 3e and its newly purchased channel UTV Ireland, will receive new logos, idents and new schedules.

[73] On 9 January 2017, TV3 Group revealed a new on-air presentation featuring the number 3 superimposed on various natural and urban landscapes across Ireland.

[75] In 2013, McKenna begun a career as television presenting on Ireland AM whilst covering for Anna Daly when she was on her maternity leave.

On 25 September 2009, the Broadcasting Authority of Ireland (BAI) met to review 20 complaints made to it by individuals in relation to Play TV; 15 were upheld, one was rejected, one was determined to be invalid and two remained under investigation.

He still refused to apologise to viewers on behalf of TV3, again stating that "it was an essential part of getting us through the recession", regardless of what the BAI called a "misleading and unfair" programme.