Sky launches “real life” channel

BSkyB is relaunching Sky Travel as a Sky Real Lives in a bid to capitalise on the growing consumer appetite for “real life” stories. The channel, which launches on November 7, will be the UK’s only 24-hour channel dedicated to human interest stories.

The rebrand marks a “significant change” in the channel’s programming strategy,
with an increase in both marketing and programming spend. It is hoped the changes will attract a core audience of 35 to 54-year-old women

Barbara Gibbon the head of Sky Real Lives, says the relaunch will increase audience numbers as well as “cut confusion” by being explicit about what it stands for.

She adds that Sky Travel has shifted its emphasis over the last two years to include more human interest programming, but that the channel name was misleading, as many consumers went to the channel when looking to book holidays.

Gibbon says the change follows several months of research and will enhance content choice as well as provide a clearer channel proposition and improve navigation for viewers.

Sky Travel 1 and Sky Travel Extra will also be renamed as Sky Real Lives 1 and Sky Real Lives 2. Sky Travel Shop will be renamed Sky Travel and will become the holiday part of the business.

Sky Creative, Sky’s in-house creative team worked on the rebrand and on-air identity, after pitching against external agencies. A campaign to support the revamp will run on-air, as well as in print such as women’s real life titles and mass-market papers.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here