Discovery rebrands Home as HGTV

I don’t think, people will make that connection to the initials. I’m not sure it matters though, I think largely with these digital TV channels people tune to the programme they like rather than the channel brand.

However I think just calling it Home & Garden would be a better solution. At the moment it’s a ‘does what it says on the tin’ brand that works well.

The advert is branding it as a change rather than a replacement. Considering the content is not changing much and it is being advertised as this, it is more evolution rather than revolution.

I'm not very sure if with Discovery's current content range you can make the channel Home AND Gardens,considering that Garden programming is a very obscure genre.

How so?
There used to be UKTV Gardens..

There are plenty of gardening programmes around. Home airs (or used to air) Ground Force for a start. Did wonders for garden decking apparently, a "success" that Titchmarsh later regretted.

It's all about brand recognition, Discovery clearly want the same brands across their worldwide markets.

While HGTV means nothing to most Brits unless they've seen the channel in a hotel/motel tv while in North America, it gives advertisers a clear brand proposition if they want to advertise in more than one market.

I'm not sure if Home have the assets to many garden programmes however.

They could get some. If they wanted to.
Depends how seriously they want to push the garden side of the channel content wise, however it is far more likely they'll just want to get the brand going and worry about the content (or not as the case may be) later.

Where do the current US HGTV series air in the UK? Property Brothers is on W as My Dream Home. Why does it have a different name in the UK?

Looks like it was a Lifetime decision to rename it from what I can see.

Apparently "My Dream Home" was the original title for the project, which became Property Brothers in the US.

ITVBe have the Property Brothers in "Buying and Selling" most evenings.

Other HGTV shows have popped up on Travel Channel UK and indeed have already appeared on Home.

I find it bizarre that with Home becoming HGTV tomorrow, they're still advertising programmes as being on Home the rest of this week - including brand new series. I would have thought that it would have been appropriate to use the trailers to advertise the changes.

Also - mods - this shouldn't really (no pun) be in the UKTV presentation thread now...