Described colorfully in press as “America’s BBC”, PBS launched just a few weeks ago in the UK to largely positive reviews and a hope to appeal to British viewers with notable strength in news and documentaries.
PBS UK’s on-air package was supported by the brand promise: “Epic True Stories”, which aim was to showcase the breadth of content to be featured on the new channel across its four key programming genres: history, science, current affairs and arts/entertainment as well as reinforce the scale and quality of programming.
PBS UK General Manager, Richard Kingsbury, shares a bit about the target audience, “Our viewers already watch terrestrial factual programming on the BBC and Channel 4. They probably enjoy BBC4 and factual programming on More4 … But they think they haven’t got a channel they feel is completely for them. It will be all the programmes in one place, all the time.” The launch campaign was developed by London-based creative agency Dunning Penney Jones.