UKTV widens Really's appeal to men

UKTV is to update the on-air identity of Really, its free-to-air lifestyle channel, around the positioning of 'Really Gets You', from Wednesday 15 May in a bid to expand the channel's appeal to men.

Since Really launched on Freeview in summer 2011 the channel’s audience has grown by 30% across all platforms. The new on-air look aims to bring the channel to life and change viewers’ perspectives.

Kelly Denyard, the marketing manager of Really at UKTV, led the changes. She worked with Red Bee Media, which won a competitive three-way pitch for the brief to develop an "energising, bold and honest look".

Really had been more of a female-focused channel but over the past year it has evolved in a bid to attract a mixed audience.

Alongside the new show, ‘Hart of Dixie’, from the creators of ‘The OC’, upcoming Really shows with a wider appeal include Louis Theroux documentaries and ‘Britain’s Youngest Undertaker’.

The new logo and idents will change according to the time of week and day. Taglines have been created for specific days, including "Really wish it would last forever" for Sundays and "Really over the hump", which will be used on Wednesdays.

Simon Michaelides, the marketing director at UKTV, said: "This bold brand refresh will put Really at the forefront of viewers’ minds and help drive the awareness of the channel to a much broader audience, building on its success as a market leader in its genre and providing a more rewarding alternative to some tabloid TV."  

Really will start hinting to viewers about the new on-air look on Sunday 12 May.

UKTV is also launching Drama, its 11th TV channel, on 8 July.

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