UKTV Style and UKTV Gardens will be relaunched as “Home” and “Really” respectively as UKTV continues it’s ambitious brand overhaul of its channel portfolio. No details have yet been officially announced regarding UKTV Food.
Update 19 May: Really has launched! Breaking news here: https://dennytu.wordpress.com/2009/05/19/really/
Update 19 May (2): It should be noted that the gardening content which it previously aired when it was called UKTV Gardens, has now been absorbed by sister channel Home, previously named UKTV Style.
Home will target 35-54 year old viewers with inspirational home and gardens programming. Shows will include DIY SOS, Escape to the Country, Groundforce and the flagship Extreme Makeover: Home Edition. It is designed to show viewers “how to enjoy and maximise their space, both inside and out” and will have the tag line: “Home – there’s no place like it”. The website will be http://www.lovehome.co.uk
Really is providing honest insight into people’s lives, offering “feisty, straight-talking and good natured programming targeted to female-skewing channel targeting 18 to 35 year olds.” Jane Mote, UKTV Director of factual, lifestyle and new media, explains that the positioning will be “zeitgeisty and noisy female brand”. From Baby Borrowers, Extraordinary Breastfeeding and The Rachel Zoe Project to Freaky Eaters and Say No To The Knife, Really might raise a few eyebrows, but it’ll definitely get you talking.
The tag line is: “Really. You couldn’t make it up”. The website will be http://www.isitreally.co.uk
Really launches May 19th. Really.