Scarff hired at UKTV ahead of channel launch

by Fiona Ramsay, Media Week 18-Jun-08, 16:00

LONDON - UKTV has appointed Matt Scarff to the new role of head of creative, ahead of its launch of a new channel in October and the rebranding of its entire channel portfolio.

Scarff is currently creative head for BBC1 at Red Bee Media, formerly BBC Broadcast, where he has worked for the last 10 years on campaigns including Doctor Who, EastEnders, The Apprentice and Strictly Come Dancing.

He has also been promotions director at ITV, and created the trails for the Carlton and Central ITV regions and ITV Network trails for the UEFA Champions League.

Red Bee Media is currently working with UKTV on its plans to revamp its entertainment channels, followed by the rebranding of its factual and lifestyle channels next year.

Reporting to Tom Lucas, UKTV director of marketing and communications, Scarff will be responsible for the creative implementation of the on and off-air marketing strategy, including branding, promotions and off-air advertising.

A Richard and Judy prime-time show will be the cornerstone of the new channel's peak-time weekday schedule.

The new channel will have a "distinctive name", according to Julia Jordan, UKTV executive director of business and operations, but she ruled out repeating the forename formula used by Dave. UKTV is rebranding the rest of its portfolio, starting with the entertainment channels, before moving on to factual and lifestyle next year.

Gold will retain its name, but will get a new look, while UKTV Drama is to have a new brand reflecting its new crime focus.

While Gold will move away from retro content to become a comedy channel, UKTV said the new service will complement Gold and replace Gold+1.