July 8, 2008
UKTV Plots Overhaul of Channel Portfolio
By Donnelly, Alison
UKTV will follow up last year's successful rebrand of its UKTV G2 channel as Dave with a complete refresh of its remaining portfolio and the creation of an additional channel. The broadcaster, which is a joint venture between BBC and Virgin Media, plans to drop the UKTV prefix from the channel branding of its factual and lifestyle services, UKTV History, UKTV Documentaries, UKTV Style, UKTV People, UKTV Food and UKTV Gardens as part of the rebrand.
The channel's schedule will combine contemporary BBC shows with films and position itself as a catch-up service for modern classics.
The broadcaster also plans to rebrand UKTV Gold. The channel will keep its name but shift focus away from retro programming toward comedy. UKTV Drama is also being rebranded as a channel exclusively dedicated to crime drama.
'Creating individual channel brands is the future for digital TV,' said UKTV controller Matthew Littleford. Our new channel is very ambitious and it will have a strong terrestrial feel.'
Dave: successful rebranded from UKTV G2 in October last year
Copyright Haymarket Business Publications Ltd. Jun 18, 2008
(c) 2008 Marketing. Provided by ProQuest Information and Learning. All rights Reserved.