Eden eyes ‘credible’ science positioning with ebook launch

UKTV factual channel Eden is launching its first ebook as part of a dedicated “science month”, as it looks to cement its position as a “credible” home of popular science programming.

eden

The satellite channel, which launched in 2009, is hoping to differentiate itself from rivals Discovery and National Geographic and boost brand awareness by extending its science content beyond broadcast.

An Eden ebook will be launched on the iTunes and Amazon Kindle app stores at the end of June, featuring five essays written by the stars of its channel, which include Dr Kevin Fong, Ben Miller and Dr Alice Roberts.

The launch will be promoted via an editorial partnership with The Times newspaper, a radio campaign, social media and an experiential stunt in central London, designed to bring science to the masses. Media planning and buying is being handled by Rocket.

Emily Latham, marketing manager of UKTV’s factual content, says it is important Eden is seen as a credible authority on science, but also populist as it looks to boost its audience – a considerable challenge because it appears further down the electronic programme guide than its rival channels.

She adds: “We know our audience spends longer with us than with other channels, hence why we want to have a deeper conversation rather than just running a fleeting and broadbrush press or outdoor campaign.”

Eden first introduced science programming to its schedule in October last year when it broadcast BBC series Wonders of the Universe, presented by Professor Brian Cox. UKTV had previously positioned Eden as a natural history channel.

The new-look Eden attracted an average weekly viewing time per person of one minute in May, according to BARB figures. This equates to a 0.1% share of total viewing.

National Geographic and Discovery had average weekly viewing figures of two minutes and four minutes respectively in the same month, although both have several spin-off channels.

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