UKTV creates Blighty and Eden channels in rebrand

by Alison Donnelly, Marketing 09-Oct-08, 09:52

LONDON - UKTV is to change two more of its channel identities as part of its ongoing rebranding strategy. UKTV People will be renamed Blighty, while UKTV Documentary becomes Eden.

The announcement came as the broadcaster celebrated the debut of its Watch channel this week. This included the first edition of Richard and Judy's anchor show, which attracted more than 100,000 viewers.

UKTV has also replaced UKTV Drama with Alibi and UKTV G2 with Dave.

Eden and Blighty will launch in early 2009. The broadcaster described Eden as the ‘gateway to the greatest shows on Earth'. The channel, which will celebrate the 'wonders of the world', will show BBC documentary series such as Planet Earth, Ganges, and Superstorm as well as Tribe and Big Cat Diary.

Blighty is described as a channel that celebrates Britain; it will air shows such as Who Do You Think You Are?, Coast, Trawlermen and Louis Theroux Meets. It will also run its own commissions.

Matthew Littleford, UKTV controller said: ‘Eden and Blighty will shake up and re-invigorate the factual section of the EPG with clearly defined channel brands that deliver very compelling promises to viewers. The rebrands will ensure UKTV becomes as well know for its factual content as it is for Dave and Watch and establish us as the factual market leaders in Pay TV.'

The channels' idents and positioning were developed by UKTV's marketing team in conjunction with Red Bee Media.