DB
I think to anyone who watches UKTV they push the UKTV brand quite a bit. The connection might not be so obvious to anyone who doesn't.
Unfortunately, it's opposite in research.
I think to anyone who watches UKTV they push the UKTV brand quite a bit. The connection might not be so obvious to anyone who doesn't.
Unfortunately, it's opposite in research.
LL
The point I was making is UKTV does a lot to reinforce the brand identity. I'm not saying everybody links the network with the channels, but I'm sure a hell of a lot more people know that Dave and Gold are part of UKTV than, say, people knowing Channel 5 and MTV operate under Viacom. Let's not forget that, when the UKTV prefix was initially dropped across the board, the UKTV name was virtually non-existent!
LL
London Lite
Founding member
I don't think it helps that VOD content on the UKTV Play app is only from their FTA brands. The pay channel VOD is through their provider's platform. As a casual viewer may think that UKTV Play also has content from Gold and Alibi for example. It's a confusing mess of branding. A bit like their FTA and paywall programming policy.
LL
I've just spotted an episode of Pointless on Yesterday.
...why?
...why is that show on that channel?
...why?
...why is that show on that channel?
DB
The same reason why Tipping Point's on W - it provides a bump in ratings. Commercial broadcasters are competing for SOCI (Share Of Commercial Impacts)
I've just spotted an episode of Pointless on Yesterday.
...why?
...why is that show on that channel?
...why?
...why is that show on that channel?
The same reason why Tipping Point's on W - it provides a bump in ratings. Commercial broadcasters are competing for SOCI (Share Of Commercial Impacts)
Last edited by dbl on 31 July 2018 7:08am - 2 times in total
DB
I do get his point and I agree with him, but I'm also explaining the realities. They need to meet targets otherwise it affects the business including commissioning new programmes
You get Larry's point though? That these channels come across as confused to the average viewer, reaching way outside their supposed genres. This is the same company that thought getting rid of the well-known UK Gold brand was a good idea.
I do get his point and I agree with him, but I'm also explaining the realities. They need to meet targets otherwise it affects the business including commissioning new programmes
ST
Well I would guess that a lot more people are now aware of the connection... all publicity is good publicity, right?
I think to anyone who watches UKTV they push the UKTV brand quite a bit. The connection might not be so obvious to anyone who doesn't.
Well I would guess that a lot more people are now aware of the connection... all publicity is good publicity, right?
KE
Perhaps it was a celebrity edition with a load of has-been celebrities from the past!
I've just spotted an episode of Pointless on Yesterday.
...why?
...why is that show on that channel?
...why?
...why is that show on that channel?
Perhaps it was a celebrity edition with a load of has-been celebrities from the past!
SP
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
etc..
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.
I suppose they could always bring the 'UK' prefix back, and as for Play, how about going back to the future...
https://www.youtube.com/watch?v=9mRF3jZziXs
I guess the problem with just 'UK' as a prefix is that it's not really something they can trademark, being the name of the country.
There'd be little to stop anyone else adding a UK to their channel name and trading off the success of UKTV's channels, and potentially damaging the brand.
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
etc..
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.
I suppose they could always bring the 'UK' prefix back, and as for Play, how about going back to the future...
https://www.youtube.com/watch?v=9mRF3jZziXs
I guess the problem with just 'UK' as a prefix is that it's not really something they can trademark, being the name of the country.
There'd be little to stop anyone else adding a UK to their channel name and trading off the success of UKTV's channels, and potentially damaging the brand.
WO
I suppose they could always bring the 'UK' prefix back, and as for Play, how about going back to the future...
https://www.youtube.com/watch?v=9mRF3jZziXs
I guess the problem with just 'UK' as a prefix is that it's not really something they can trademark, being the name of the country.
There'd be little to stop anyone else adding a UK to their channel name and trading off the success of UKTV's channels, and potentially damaging the brand.
To be fair, I was being rather tongue-in-cheek when I said that. And even if what you said did happen, I really couldn't see UKTV giving up without a fight.
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
etc..
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.
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
etc..
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.
I suppose they could always bring the 'UK' prefix back, and as for Play, how about going back to the future...
https://www.youtube.com/watch?v=9mRF3jZziXs
I guess the problem with just 'UK' as a prefix is that it's not really something they can trademark, being the name of the country.
There'd be little to stop anyone else adding a UK to their channel name and trading off the success of UKTV's channels, and potentially damaging the brand.
To be fair, I was being rather tongue-in-cheek when I said that. And even if what you said did happen, I really couldn't see UKTV giving up without a fight.