BMP DDB has been appointed to handle the creative account for the new food channel to be launched later this year by UKTV, the commercial joint venture between BBC Worldwide and Flextech Telewest.
The agency already handles the bulk of UKTV’s channels, including UK Style, UK Gold, UK Gold 2, UK Horizons and UK Drama. BMP won these accounts, worth &£11m, in March, after pitching against Duckworth Finn Grubb Waters and Banks Hoggins O’Shea/ FCB (MW March 15).
Bds Beechwood also has a place on the UKTV roster, handling UK Play. The agency has just created a print, poster, radio and TV campaign to promote the channel’s weeknight comedy slot at 8pm.
Existing channel UK Style also carries food related programming. Julia Weston, UKTV marketing director, says: “There will be some overlap [with the food channel], but there will be a high proportion of new channel originations.”
The new food channel, which has yet to be named, will compete for viewers against the Taste Network, which is run as a joint venture between J Sainsbury and Carlton Communications.
Taste, formerly called the Carlton Food Network and targeted at ABC1 women aged 25 to 54, has been repositioned to appeal more to men and to the 25 to 44 age bracket.