UK Living Launches New Morning Strand

UK Living has unveiled details of its new three-hour morning strand Tiny Living which launches on February 3.

Based around pre-school programming and aimed at mums and their children, Tiny Living will replace all the BBC programming previously in that slot. Programmes in the schedule, which will run seven days per week from 0600-0900, include Barney and Friends, Mr Benn and Jim Henson’s Animal Show. UK Living presenter Jayne Irving and her recently born twins Rosie and Jack will present Mum’s Club, a series of five-minute segments giving advice and support for carers of young children. The whole strand will be presented by Tiny, the huge puppet from the pre-school show of the same name. Mum’s Club will also include special offers and fact sheets for viewers.

Lis Howell, UK Living director of programmes, said that Mum’s Club will provide “a chance to do something which hasn’t been done before…that is, appeal to the adults, usually women, who have to be there when pre-school kids are in front of the TV. It’s a bit of a tightrope but we think we’ve got the balance right.”

Based on Astra figures, UK Living currently has a weekly viewing share of around 1%, compared with 4% for Sky One and 2% for UK Gold.

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