DB7

UKTV mulls another channel rebrand


UKTV is considering rebranding its entire portfolio of channels after the success of renaming UKTV G2 as Dave.

Sources close to the conversations said the BBC Worldwide-Virgin Media TV joint-venture was mulling dropping the "UKTV" part of some channels' names and renaming some altogether.

The likes of UKTV Food and UKTV Style could be given fresh identities and flagship channel UKTV Gold rebranded as it steps up commissioning new shows to complement its repeats of BBC classics.

"All viewers care about is the channel and the content, not the UKTV network name," said one well-placed source. "If Gold keeps the same name, viewers will not know that there are new shows on it."

Another source confirmed the rebrand discussions. He said changing G2 to Dave "was a masterstroke" and that it made sense for UKTV to follow suit with its other channels.

It is understood the proposal was being discussed internally at the end of 2007, but it is thought the broadcaster was waiting to take a view from its new director of marketing and communications, Tom Lucas, who joins this month.

A spokeswoman for UKTV said: "There are no plans to drop UKTV from the channel names."

* Author: Rob Shepherd.

smudge

Might I suggest

DROSS

TIRED

Either of which seems to be appropriate for the UKTV GOLD channels which have the same stuff in such rapid rotation that I swear they can re-run an entire sitcom series in a single week...

Let's have some different programmes before the different names please Controller.

Smudge

Welcome to my house. Enter freely, and of your own will...

Lord Brett

Given the tired old s*itcom which takes up most of its airtime, perhaps UKTV Gold could be renamed FOOLS.

julian_craster

Re-brand as BOLLOCKS (a channel for the young male viewer - lots of footy, totty/babes, gadgets, motors, gambling - you get the idea! )

smudge

And perhaps have the +1hr channel as DOGS, given the number of times you get that bloody awful red button !

Smudge

Welcome to my house. Enter freely, and of your own will...

Fellwanderer

I just wish we could have a channel without any of that awful onscreen clutter, both visual and audio, that was aimed at viewers with an IQ that reached three figures and an attention span measured in more than nano-seconds!

Thank god for dvd players!

All the best
FELL

A signature is no substitute for a life

HIPPIEDAVE

UK GOLD seem to have less programmes than I have, maybe I should loan them some, after all they kindly named a channel after me (Dave).I didn't know the BBC were involved, even more disgusting they repeat stuff so often.Dave (the person not the channel)