UKTV wants viewers to ‘Watch…together’

UKTV channel Watch has been rebranded focusing on the idea that “TV is better shared.”

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.

Latest from Marketing Week


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


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.


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.


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 3703 or email

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