UKTV has revealed the next stage in its multi-platform rebranding with the introduction of Home to replace UKTV Style and Really for UKTV Gardens.
The channels will launch alongside complementary websites in the summer.
Home will feature home and gardens programming including DIY SOS, Groundforce and Extreme Makeover: Home Edition and target 35-54-year olds. The channel will have the tag line “Home- there’s no place like it” and is accompanied by a dedicated website.
Really will predominantly target women and 18-35 and is positioned as offering “feisty, straight talking and good natured programming.” The schedule includes The Baby Borrowers and documentaries such as Extraordinary Breastfeeding. The channel’s tagline will be “Really. You couldn’t make it up.”
The new channel idents and positioning were developed by UKTV’s marketing team together with Red Bee.
Jane Mote, director of factual, lifestyle and new media at UKTV, says: “Home gives viewers and web users a clear destination for all the best home content and incorporates our gardens programming while Really allows us to showcase new content to new audiences in Lifestyle.
UKTV has nearly completed the rebrand of all its channels which began with Dave and recently the History Channel rebrand as Yesterday and UKTV People as Blighty.
UKTV is an independent commercial joint venture between BBC Worldwide and Virgin media.