I wouldn't say the majority of people won't know what UKTV is or what channels they operate.
Think the opposite, it's strengthened the channels brands, but it's weakened the UKTV brand. UKTV Play is fighting hard because of this.
If you look at the broadcaster on-demand services and brand association...
BBC iPlayer - BBC One, BBC Two, BBC Three, BBC Four, BBC Radio
ITV Hub - ITV, ITV2, ITV3, ITV4, ITVBe
All 4 - Channel 4, E4, More 4, Film 4, 4seven
My 5 - Channel 5, 5 Star, 5 USA, 5 Select, 5 Spike
You see the pattern? Because the parent name is attached to the channels, it's easier for viewers to associate the parent brand. UKTV Play has an issue because viewers have basically 'forgotten' what UKTV is as a brand and no UKTV animated DOG
or network menu is solving this.
Their current branding strategy was great back in 2007, but the landscape has changed and VOD is competition, they need to strengthen their brand, even if it's a soft launch by adding a prefix back onto the EPG
Last edited by dbl on 30 July 2018 10:58pm - 4 times in total