Mother unveils debut UKTV brand campaign

LONDON - Mother and Karmarama have created the first branding campaign for UKTV in its five-year history, bringing the company's six TV channels under the banner: "UKTV brings you home."

This marks a dramatic shift in UKTV's positioning. Previous advertising focused on promoting the individual television stations, UK Gold, UK Drama, UK History, UK Horizons, UK Style and UK Food.

The campaign is designed to bring together all of the UKTV channels, which present a different aspect of UK culture, such as British history, humour and home life. UKTV is using the word "home" in its strapline to denote not just the domestic dwelling but also the UK's heritage and history.

The campaign breaks on Saturday with press ads in the Christmas listings magazines and TV guides.

This will be followed by national radio, TV, press and outdoor advertising and a cross-promotional campaign across the UKTV network breaking later this month.

The creative brand idea was developed and integrated into UKTV's channel airtime by BBC Broadcast.

PHD handled media planning and buying.

Mother landed a place on UKTV's roster in the summer, in part because of its "monkey" campaign for ITV Digital, although BMP DDB is still the incumbent on the majority of the individual channels.

UKTV has significant ambitions in the multi-channel arena despite the closure of its acclaimed youth channel Play UK following the collapse of ITV Digital.

It regularly achieves higher viewing levels than Viacom's music channels and Turner Broadcasting's children's TV properties.

UKTV recently announced it was revamping the ten-year-old UK Gold channel, which was originally a joint venture between the BBC and Thames Television.

It wants to cut its reliance on tried-and-tested formats such as Dad's Army and Only Fools and Horses in favour of fresher, more modern programming.

Last month saw the launch of UK History on the Freeview, ntl, Telewest and Sky Digital platforms. The channel has the strapline: "Page-turning history." UKTV is considering elbowing in on the DIY market with its own channel to rival Discovery Home & Leisure.

Dick Emery, the chief executive of UKTV, said: "Millions of people are familiar with our channels but few realise they are part of a growing network.

"And yet despite this, UKTV regularly achieves a 5.5 per cent share in Sky Digital homes. By threading the channels together through the UKTV 'home' campaign, we will immediately make it easier for viewers to navigate around our network and see different parts of our portfolio that are offering alternative great British programming that they may also enjoy."