UKTV Unveils Rebranded Lifestyle Channels

LONDON: UKTV is continuing the rebrand of its portfolio of networks, with UKTV Style due to become Home and UKTV Gardens to be renamed Really in the second quarter of this year.

Home will feature inspirational home and gardens programming such as DIY SOS, Escape to the Country, Groundforce and Extreme Makeover: Home Edition as well as local commissions like Love the Place You’re In and Fantasy Homes By the Sea, for its 35 to 54 target demo. The channel launches with the tag line "Home—there’s no place like it" and a dedicated website, www.lovehome.co.uk.

Really, targeting women 18 to 35, promises an honest insight into people’s lives. The schedule features Mary Queen of Shops, The Baby Borrowers, Extraordinary Breastfeeding, Spa of Embarrassing Illnesses and Farm of Fussy Eaters, among others. The tag line is "Really. You couldn’t make it up" and its website is www.isitreally.co.uk.

Matthew Littleford, UKTV’s controller, says: “Despite the tumultuous TV market, UKTV’s continued success has ensured we are now in a position to embark on the final stage of our ambitious rebrand strategy with the launch of our new lifestyle channels. It’s only 17 months since we launched Dave and, in that short period of time, we’ve created clearly defined, exciting and compelling channel brands that have re-invigorated the entertainment and factual sections of the EPG. I am confident that we have created two destination lifestyle brands in pay TV that will be worthy homes to the blue-chip programming we either acquire via third parties or BBC Worldwide and the stellar programs we commission.”

Jane Mote, the director of factual, lifestyle and new media, adds, “We’ve already got the leading lifestyle channels in pay TV but it was time for a makeover. Home gives viewers and web users a clear destination for all the best home content and incorporates our gardens programming while Really allows us to showcase new content to new audiences in lifestyle. The creative work around both brands is fresh, modern and energetic and will breathe new life into this part of the EPG.”