UKTV refreshes in bid for younger viewers
UKTV channel adopts a sense of spirited fun as it pushes its Entertainment shows to younger viewers.
UKTV is refreshing its channel branding from Monday, in a push to appeal to a younger demographic, while retaining its core audience.
New channel IDs will reflect its Entertainment programming drawing upon British humour, irreverence and spirited fun, providing a contrast to the premium drama of BBC First.
New programming highlights include Michael McIntyre’s Big Show (pictured) and Insert Name Here alongside more seasoned titles such as The Graham Norton Show, 8 Out of Ten Cats, BAFTA Awards and the Proms.
The refresh, created in-house by BBC Worldwide Australia, follows from research which found a strong cultural resonance and shared humour was a strong lever for audiences’ love of popular British programmes.
Tim Christlieb, Director of Channels, BBC Worldwide ANZ, said: “In this ever-evolving media landscape we want to make sure that UKTV reflects the needs of our audience. So we’re fine tuning what entertainment means both to the brand and the schedule.
“In programming we are putting entertainment more to the fore with some new titles and introducing a new logo, new look and new lingo. With the refresh, UKTV will become more dynamic and inclusive, establishing itself as integral part of people’s everyday lives.
“Drawing on the great British traits of wit and storytelling, UKTV’s new brand personality will embody the spirit of the raconteur. It will be witty and sociable, light-hearted, quirky, confident and spontaneous. A place where viewers come for fun, amusement and relaxation, a place to escape boredom and a place where viewers feel included in the conversation. And it will all be underpinned by the trustworthiness of the BBC brand.”
UKTV will remain home to lively chat in the form of The Graham Norton Show, quirky quiz coms like 8 Out of Ten Cats, big British events like the BAFTAs and hilarious comedies like Mrs Brown’s Boys as well as a daily dose of drama. Audiences can spend time with unique, larger than life characters, find out more about their favourite celebrities, get wrapped up in a murder mystery or indulge in a good laugh. New shows which amp up the humour include Michael McIntyre’s Big Show, starring one of the UK’s biggest comedians and combining stand-up, celebrities and musical performance, and comedy panel show Insert Name Here in which two teams battle it out answering questions about famous people past and present who share the same name.