UKTV Could Rebrand More Channels

The digital channel UKTV is understood to be considering rebranding its entire portfolio of channels following the success of renaming UKTV G2 as Dave.

A report in Broadcast magazine said that sources claim that the BBC Worldwide-Virgin Media TV joint venture is thinking of dropping the “UKTV” part of some channels’ names and renaming some altogether.

The report said that channels such as UKTV Food and UKTV Style could be given fresh identities while flagship channel UKTV Gold could be rebranded.

The source added that if Gold kept the same name, viewers would not know that there are new shows on the channel.

It is understood the proposal was being discussed internally at the end of 2007, but it is thought the broadcaster was waiting to take a view from its new director of marketing and communications, Tom Lucas, who joins this month.

A UKTV spokeswoman said that there are no plans for a name change.

UKTV: 0207 299 6200 www.uktv.co.uk