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UKTV Rebrand and new channel

Feb 2010 - Back to 'Gold' again (June 2008)

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IS
Inspector Sands
gregmc posted:

If you speak to people, down the pub or just in conversation, you'll be surprised how affective the Dave brand campaign has been. Dave is stronger than UKTV G2 ever was.You wouldn't hear people talking about what was on last night on UKTV G2 would you?!


Absolutely, a couple of my friends who never normally comment on such things have mentioned it too. As much as it has gripped the attention of the public, quite a bit of that is down to its Freeview carriage - it is one of the better channels on Freeview.

I do think that some of the UKTV channels are very badly named - UKTV G2 was one example, Documentary, Gardens, Food.... all very bland
JO
Jon
Dave's a one off though.
JO
Joe
gregmc posted:
Inspector Sands posted:
StuartPlymouth posted:

I'm sure the casual/occasional viewer only spots the others because they have UKTV at the start of the channel name. I think they're in danger of making a big mistake. The problem is that by the time they realise and reverse the decision in a couple of years they will have lost the brand identity altogether.


Do you really think that the prefix 'UKTV' is that much of a draw? It really doesn't have that much resonance with the public as Discovery... or BBC...

If they react to a channel name they're far more likely to do so with something ceative like 'Dave' than something totally dull and Ronseal like 'UKTV Food' or 'UKTV Gardens'


If you speak to people, down the pub or just in conversation, you'll be surprised how affective the Dave brand campaign has been. Dave is stronger than UKTV G2 ever was.You wouldn't hear people talking about what was on last night on UKTV G2 would you?!

You realise the Inspector agrees with you? Because it's creative?
TR
trivialmatters
I have to agree what's been said here. If i'm flicking through the EPG, I'm more likely to cast a glance at 'UK History' or 'UK Style' than I am at, for example 'Alibi' or 'Splash' or whatever they might come up with.

Names like 'UK History' and 'UK Style' summarise at-a-glance that the channel will be showing repeats of that genre, and because it's a UKTV channel it will have half-decent content.
RE
Reboot
StuartPlymouth posted:
Reboot posted:
Discovery don't - Animal Planet carries no Discovery branding.

That is their single exception. But the channel logo is clearly Discovery-esque:
http://www.rp-network.com/tvforum/uploads/animalplanet.jpg

And Discovery Science's last rebrand took the globe out of the logo, so THAT's not a consistent indicator either.

StuartPlymouth posted:
Reboot posted:
And even now, everyone refers to the channels as UK * (especially UK Gold). UKTV, as a brand, has never stuck.

Not quite true, as some of their channels never existed in the 'UK' era (Docs, People). I would argue that they have developed a strong brand both with the names and on-screen identities in 'UKTV'.

I have NEVER heard anyone refer to "UKTV" anything. Either they mention UK (whatever), or they don't mention them at all.
ID
Inflatable Dartboard
Reboot posted:

I have NEVER heard anyone refer to "UKTV" anything.


So? Until you have spoken to every single member of the UK population, how do you know that there aren't people out there who would say "UK TV (suffix)"? I certainly do. I suspect that I'm in a minority, but that's besides the point.
NE
Neil__
Inflatable Dartboard posted:
Reboot posted:

I have NEVER heard anyone refer to "UKTV" anything.


So? Until you have spoken to every single member of the UK population, how do you know that there aren't people out there who would say "UK TV (suffix)"? I certainly do. I suspect that I'm in a minority, but that's besides the point.


Yes, but he never said that nobody says it, just that he's never heard anyone say it.
ST
Stuart
Neil Green posted:
Yes, but he never said that nobody says it, just that he's never heard anyone say it.

Yes, but in his previous comment:
Reboot posted:
everyone refers to the channels as UK * (especially UK Gold). UKTV, as a brand, has never stuck.

which indicates he is privy to every discussion on the subject Wink
NE
Neil__
StuartPlymouth posted:
Neil Green posted:
Yes, but he never said that nobody says it, just that he's never heard anyone say it.

Yes, but in his previous comment:
Reboot posted:
everyone refers to the channels as UK * (especially UK Gold). UKTV, as a brand, has never stuck.

which indicates he is privy to every discussion on the subject Wink


You trawled back several pages to find that?!

You should get out more Wink
IT
itsrobert Founding member
I've never said 'UKTV' either. I usually say 'UK Gold' or 'UK Drama' and even for those channels that weren't here during the 'UK' era, I apply the same rule, e.g. 'UK People'. I don't know why channels bother changing names in branding exercises like this. I'm still calling the BBC's rolling news channel 'News 24' - I just can't be bothered to get out of the habit.
CH
chris
itsrobert posted:
I've never said 'UKTV' either. I usually say 'UK Gold' or 'UK Drama' and even for those channels that weren't here during the 'UK' era, I apply the same rule, e.g. 'UK People'. I don't know why channels bother changing names in branding exercises like this. I'm still calling the BBC's rolling news channel 'News 24' - I just can't be bothered to get out of the habit.


I think it depends when you started to receive digital (or at least those channels). Personally, I didn't start receiving UKTV Gold until it had changed from UK Gold to UKTV Gold so automatically just called it UKTV Gold.

Whereas with News 24, I still call it that because I received it for numerous years before the name change.

Hence, my conclusion is that less people will call it "Gold" after the rebrand because more people have already received it under the name UKTV Gold.


I hope that makes sense!


PS - Good think about this rebrand is we'll probably see new [UKTV] Gold idents (the current idea was a good one, but was executed poorly).
JO
Joe
The idents would be better with better, various soundtracks!

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