UKTV’s new Blighty launches with Ted Baker partnership

UKTV has signed a new marketing deal with clothes label Ted Baker to celebrate the much-anticipated relaunch of the UKTV People channel as Blighty.

The marketing partnership, which is a first for Ted Baker and means the new channel benefits from exposure in the fashion retailer’s shop windows nationwide, is expected to run until March 23 on the Blighty channel.

UKTV’s new deal, which is thought to be worth seven figures, also includes giving Ted Baker customers branded tea bags and umbrellas when they spend £100 in store, as well as Blighty’s branding appearing on all the till receipts.

The pay-TV broadcaster has relaunched Blighty with the tagline “One nation under a channel” and aims to target audiences of young couples in their 30s and 40s “who are interested in reconnecting with the country they live in”, according to UKTV.

Blighty’s programming line-up is set to include repeats of BBC factual shows such as Who Do You Think You Are? and Coast, as well as a number of newly commissioned shows, including My Brilliant Britain with celebrities and comedians, a campaigning programme called Save Our Boozer and Made in Britain with Dom Joly.

The move follows the broadcaster’s decision to rebrand all of UKTV’s entertainment channels as Dave, GOLD, Watch and Alibi.

UKTV History will also be rebranded as Yesterday later next month, with the relaunch of the UKTV lifestyle channels to follow soon after.

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