UKTV to unveil Home and Really channels
UKTV Style will become Home and UKTV Gardens will relaunch as Really as UKTV continues its overhaul of its channel portfolio.
The channels will launch alongside complementary websites in the second quarter of 2009.
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 plus original commissions including Love the Place You're In and Fantasy Homes By the Sea.
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". Its website will be www.lovehome.co.uk.
Really will be a female-skewing channel targeting 18 to 35 year olds, offering "feisty, straight-talking and good natured programming". Shows will include Mary Queen of Shops and The Baby Borrowers to Spa of Embarrassing Illnesses and Farm of Fussy Eaters.
The tag line is: Really. You couldn't make it up and its website will be www.isitreally.co.uk.
UKTV controller Matthew Littleford said the broadcaster was in the final stage of its rebrand strategy.
He said: "I am confident that we have created two destination lifestyle brands that will be worthy homes to the blue chip programming we either acquire via third parties or BBC Worldwide and the stellar programmes we commission."
Director of factual, lifestyle and new media Jane Mote added: "We've already got the leading lifestyle channels in pay TV but it was time for a makeover. Home gives viewers and web users a clear destination for all the best home content and incorporates our gardens programming while Really allows us to showcase new content to new audiences in lifestyle."
The new channel idents and positioning were developed by UKTV's marketing team in conjunction with Red Bee Media.