UKTV To Launch Channels And Reduce Commercial Breaks
UKTV, the joint venture between BBC Worldwide and Flextech, has announced plans to launch two new channels next month following the closure of its factual programme channel UK Horizons.
The launch of UK People and UK Documentary on 8 March will bring the total number of channels operated by what is Britain’s second biggest supplier of cable and satellite services to nine.
The move comes as the broadcaster reduces the length of its break junctions, which feature trailers for forthcoming programmes, channel branding and advertisements, in an attempt to engage viewers and increase advertising effectiveness.
Research conducted by Billetts and BMRB using viewership of UK Gold, the company’s most popular channel, found that UK TV’s longer commercial breaks were prompting viewers to switch over. It also discovered that advertising recall improves significantly when the number of commercials is reduced.
Following the research, from next month all UKTV junctions will be reduced by two and a half minutes to a maximum of five minutes. This will bring the broadcaster in-line with how terrestrial channels arrange their commercial breaks.
Commenting on the initiative, UKTV chief executive, Dick Emery, told the Financial Times: “Junctions have become too long, contain too many messages and are irritating to our viewers. We need to make them entertaining again.”
It is hoped that the move will lead to advertising on UKTV channels becoming more effective, but shorter commercial breaks could mean less revenue for the broadcaster. Emery said: “We see our revenue growing very much in favour of advertising, so it is vital we get the junctions right.”
Andrew Canter, director of broadcasting at Media Planning Group, has welcomed the move, saying: “It will give them an edge in the market. It won’t raise prices for advertisers because if they are generating higher audiences they can reach the same amount of viewers in fewer ads.”
David Peters, head of broadcast at media buying agency, Carat, is also supportive of the initiative. He said: “The research into the impact of television advertising suggests that shorter breaks are more effective than longer breaks. So whilst cost efficiency is going to rise, cost effectiveness is going to remain neutral, or even positive.”
However, he warned: “The fundamental fact is that costs will have to increase if demand remains the same. If this is result and advertisers reduce their spend on UKTV channels, then other broadcasters will be reluctant to follow suit.”
UKTV is keen to increase its share of viewing in multi-channel homes by increasing its portfolio of channels. It is understood that UK People will be aimed at a male audience and will focus on cars, crime and popular documentary programmes. Meanwhile, UK Documentary’s line-up looks likely to include a range of repeats of BBC current affairs, science and natural history programmes.
UKTV: 0207 299 6200 www.uktv.co.uk
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