UKTV Rebrand and new channel

A simple way of ensuring viewers understand the channels are part of the same network is to promote uktv.co.uk at every opportunity. And, of course, lots of cross-promotion during junctions.

Watch's orb logo has great scope for some awesome CGI idents but knowing Red Bee we'll be sure to see some live action with a logo slapped on.

Maybe, we'll see. But a few years ago they obviously thought that it mattered, and have heavily promoted the corporate brand since.


Dave's success is down to it's programming and the fact that it's available on Freeview. Most people don't think of it as a UKTV channel so won't be drawn to sample any of their others if they do have a subscription, or tempted to pay for one if they don't at present.

Dave's success is down to it's fantastic branding.

So, you're suggesting that if they simply transmitted the testcard between junctions it would have the same viewing figures?

Totally off topic...

but following an episode of "Motorworld" on Dave yesterday, over the credits the announcer plugged Top Gear on "UKTV G2"

Don't be silly, of course he isn't. I read it as this: "Dave's success when compared to UKTVG2 is down to it's fantastic branding."

I don't know what is doing it, but two BBC2 shows have in the past couple of weeks made big references to Dave. 'Mock the Week' and 'Top Gear'. Clearly it is making an impact. On the stars remittance slips more than likely

UKTV G2? Must have been a old recorded announcement that somehow slipped through...

Which is equally untrue. It's down to the fact that it's free and the selection of programmes they broadcast! They could've called it UKTV Bloke and it still would've worked.

If only UKTV acquired Bravo...

Yes, but that's because

1. before (when it was UK(TV)G(old )2, it was never an 'iconic' channel, like UK Gold. You were aware of it, but you didn't bring it up in everyday conversation.
   
2. The idea of rebranding it with a human name and without the UKTV umbrella brand was radical. Oh, yes. And it was different .
   
3. The branding was executed excellently.

The problem with UK Gold rebranding is

1. UK Gold has a long heritage for a non-terrestrial channel (from the early 1990s), and the "UK(TV)" is heavily associated with the brand.
   
2. The idea of branding a service with a clunky backronym, an all-lower case 'fresh' brand and a vacuous logo is nothing new. It's an old mistake, and it has failed many, many times.
   
3. The branding is poorly-executed. The logo is crap, the slogan is crap and cliched, and the channel name has practically been beheaded with the removal of the "UK".

They already own part of it.