UKTV launches two channels with Karmarama multimedia campaign

Karmarama has created a multimedia campaign to support the launch of UKTV's factual channels, UKTV People and UKTV Documentary.

The channels, which replace UK Horizons, begin broadcasting on 8 March.

The TV executions, which are supported by print and radio spots, feature unusual facts about the average UK citizen and the UK as a nation.

One of the TV ads, for UKTV Documentary, opens on a man standing in a crowd at the side of the road. The traffic and other pedestrians whizz past at high speed and the camera zooms in on the individual while a voiceover offers various statistics about life in the UK. It says: "17 per cent of the UK works over 60 hours a week. Almost seven million people in Britain are illiterate. UKTV. This is how we live." The endline reads: "UKTV Documentary. Monday March 8th."

In another spot for UK People the voiceover states: "The average UK person will shake the hand of 52,000 people and gets arrested once."

The ads were written and art directed by Naresh Ramchandani and Dan Norris.

They were directed by Eidur Snorri through Stink. Photography was by Donna Trope.

Media planning and buying is by PHD. The print versions will break this month in national press and listings titles.

Ramchandani, Karmarama's joint creative director, said: "UKTV Documentary gives you the bigger picture on the bigger issues and UKTV People gives you gripping personal interest stories.

"For UKTV Documentary, we take a situation, pull back to wide time-lapse shots and hear analytical statistics.

"For UKTV People, we take the same situation, slow down the image and hear personal statistics."

Karmarama recently bought the strategic consultancy Outfit to strengthen its account management and planning.

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