The broadcaster, which is jointly owned by BBC Worldwide and Virgin Media, axed the UKTV logo from its channels as part of a relaunch campaign that started in October 2007. The first channel to be rebranded was Dave, formerly UKTV G2. The rebranding of the channel portfolio was concluded with the renaming of UKTV Food as Good Food last month.
'In an environment where consumers are expecting services like on-demand, we need to boil down to one brand, which could be UKTV or a new brand,' said Tom Lucas, director of marketing and communications at the broadcaster. The UKTV logo, which has recently been refreshed, is currently being used only as a business-facing brand.
The fortunes of UKTV's re-launched channels have been mixed. Dave has moved up from 29th to 10th in the BARB channel popularity rankings since its relaunch on Freeview. Eden, formerly UKTV Documentary, has increased its audience share by 14% year on year since it was rolled out in January.
However, more recent launches Home and Really have both lost audience share since their roll-out in the spring. Between 27 April to 26 June this year, Home's audience fell 14% year on year, according to BARB/Infosys. During its first month, Really lost 30% of its average audience.
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