UKTV seems to have spent a lot of time, money and energy repackaging its stations in recent months. Blighty, which was previously known as UKTV People, is being billed as the documentary channel for viewers who love all things British.
- What's in it for viewers?
A selection of programming as British and diverse as a box of Quality Street. The schedule is broad, with much of its programming looking into the lives of everyday Brits, from traffic cops and trawlermen to a show entitled The Real Little Britain. The station is also carrying Louis Theroux Meets ... which, despite the presenter's Gallic-sounding name, could not be more British in its approach or appeal.
- What's in it for advertisers?
As brand managers attempt to tap into consumers' apparent nostalgia for long-established, traditional British brands during an economic downturn, what better home for their ads than a channel dedicated to Britishness?
If any further gentle nudges were needed, the channel's controllers decided to dedicate the ad breaks on Blighty's opening night exclusively to British brands. The usual suspects dutifully lined up, with Hovis, Heinz and Cadbury among the first advertisers.
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