The new identity, created by agency Harriman Steel, includes a new strapline, “Watch…together,” along with new idents, end frames and a new logo.
This follows UKTV’s announcement in May that it was talking to agencies about a possible rebrand, just 18 months after launch.
Paul Moreton, Watch’s channel head says: “Watch understands that most things in life are simply better shared – and TV is no different..”
“It’s like no other medium – we love it, we loathe it. We argue about it and champion it; it unites and divides us..”
The new idents, which are inspired by Japanese black theatre, show examples of settings where people are coming ’together’ such as a café, on a picnic, on a night in and a night out.
Since launch Watch has shifted towards family entertainment shows, like Primeval and Dancing With The Stars.
The past few years has seen UKTV rename and rebrand several channels across its portfolio, changing UKTV brands to one name identities such as Dave, Alibi, Eden, Really and Home.
Paul Moreton, Watch channel head, adds, “In less than 2 years, it has firmly established itself as a leading pay entertainment channel. With our new look and our exciting slate of new programming, I’m looking forward to consolidating Watch’s position in the market.”
UKTV, a joint venture between BBC Worldwide and Virgin Media, promoted Darren Childs as its new CEO in August, replacing David Abraham who has moved to Channel 4.
In July, it was announced that UKTV’s TV and online ad sales would be handled by Channel 4’s sales team from 2011.