Beyond the Dave

So, last year UKTV G2 became Dave, we were all a bit puzzled, but it paid dividends in terms of viewers. Today, UKTV have announced further rebrands ….

UKTV unveils its new entertainment channel brands – Watch, GOLD and Alibi

UKTV today announces the launch of three distinct channel brands: Watch (previously UKTV Gold +1), GOLD and Alibi (previously UKTV Drama). All three channels will launch on Tuesday 7 October 2008.

Carrying the cream of contemporary programming, Watch promises to deliver simply great TV. Operating as a linear catch-up service for modern classics including Torchwood, Mistresses and Larkrise to Candleford, the bold entertainment channel will sit next to GOLD in the pay section of the EPG. The crown in its enviable schedule will be Watch’s brand new commission, the Richard and Judy primetime show, which will air on weekdays.

GOLD – Go On Laugh Daily – becomes a dedicated comedy channel with a clear mission: to make people laugh. Offering uplifting and infectious comedy from Only Fools and Horses, Fawlty Towers to the Vicar of Dibley, GOLD unashamedly celebrates all Britain’s fantastic comedy and guarantees its viewers a well earned giggle. Launching as part of its new look will be two brand new commissions – Blackadder Exclusive: The Whole Rotten Saga and Blackadder’s Most Cunning Moments.

UKTV Drama will be transformed into Alibi, the World’s Number 1 Detective Agency. Dedicated exclusively to the best crime shows, Alibi promises to bring together the greatest investigative minds from Sherlock Holmes to DCI Taggart to Waking the Dead’s CID team.

Matthew Littleford, UKTV Controller explains, “The fact we’ve taken the bold decision to re-brand our entire entertainment portfolio in one swoop demonstrates the magnitude of our ambition and our commitment to Pay TV. Watch, GOLD and Alibi are dynamic channel brands that are clearly identifiable, full of personality and I believe will future-proof our business as we head towards 2012.”

Christian Drobnyk, Director of Entertainment, who is leading the editorial strategy adds, “With its innovative marketing and strong schedule, Dave became, almost overnight, a top ten channel in multi channel homes; a success that cannot be attributed solely to Freeview as Dave grew by 56% in Pay TV. This success can be replicated across the network with Watch, GOLD and Alibi and enables us to exploit the potential of our real estate.”

Tom Lucas, Director of Marketing and Communications who is leading the re-brand explains, “We’ve undertaken an incredibly ambitious brand overhaul with rigorous analysis of audience needs informing all our changes. Watch addresses the problem of media fragmentation by putting our viewers in the picture and enabling them to catch up on modern TV classics.” He continues, “Meanwhile GOLD is a perfectly timed antidote to credit crunch Britain. As we face bleak news story after bleak news story, Go On Laugh Daily gives us all permission to seek escape in great comedy and enjoy a belly laugh or two.”

The new channel idents and positioning were developed by UKTV’s marketing team in conjunction with Red Bee Media.

I guess that’s all quite sensible, although I’m not sure I really buy “Go On Laugh Daily”. Although I can’t think of a wittier acronym …