Dave rebrands site as key destination for entertainment

UKTV is to relaunch the website for comedy TV channel Dave as an entertainment portal as it attempts to widen its appeal online and position itself as a standalone brand.

The site, joindave.co.uk, supports the TV channel, which attracts young men, although the site’s audience is 49% female. Today’s (Thursday) relaunch aims to make it a top-five entertainment destination.

UKTV has identified five key content areas: comedy, motoring, music, movies and gadgets. The site will retain the brand tagline ‘The home of witty banter’ and feature content such as The Dave Digests, a series of vodcasts by comedian Rufus Hound, a blog by comedian Dara O’Briain and weekly vodcasts.

It also features exclusive content from Dave Originals programming, celebrity interviews, movie, music and motoring news, quizzes and social networks.

Giles Pooley, senior new media producer for entertainment at UKTV, said the site didn’t intend to compete with the likes of Nuts or FHM but would offer broader content.

“Saying we want to be an entertainment portal is quite a grand statement, but we’ve identified areas that aren’t well served and we aim to fill that market, while retaining Dave’s USP as the home of witty banter,” Pooley said. “We want to create a sustained growth curve and reach a level equal to that of the top five entertainment portals in the UK.”

She said the site will also provide links to existing content in line with the trend to move away from the walled-garden model. “We’re trying to champion intelligent entertainment so people can come to us as the trusted brand to find great content.”

The move aims to bring Dave in line with UKTV’s portfolio. The strategy, which repositioned the TV channels as TV and online brands, focused on creating standalone portals for the Home, Good Food and Dave brands.

UKTV’s sales house IDS will continue to sell advertising and sponsorship on the site.

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