Monday 28 April 2014
Refresh marks first change to Dave's on air identity since award-winning launch in 2007
40 brand new idents and host of amusing visuals
The UK's most watched non-PSB channel, Dave, promises to infuse the everyday with irreverence and humour, as a sharp and sleek refreshed identity on and off air is phased in from tomorrow.
The refresh is designed by Red Bee, who originally established the creative for the channel's launch seven years ago. The new look echoes the natural evolution of the distinctive Dave brand, boasting a uniquely conversational tone that aims to add wit to the world, just like the channel's content does.
With Dave's vibrant and quick-witted voice still driving the brand, over 40 new idents and a raft of amusing visuals will fill the space between programmes, providing witty observations and amusing graphics that both entertain and inform.
The refresh was led by UKTV's Will Gunton, Senior Brand Manager and Hik Sasaki, Senior Marketing Manager, Dave, working closely with Red Bee.
Gunton said, 'We want people to think of Dave not just as a place you visit but a mate you want to spend time with even when you can't get near a telly. In a world crowded with hundreds of channels, Dave has always stood out for its unique personality, which gives us the ability to talk and act in ways which others can't. This refresh is designed to inject this unique persona into everything we do on and off screen and expand the Dave brand to an even bigger audience.'
Dave, which attracts 27 million viewers per month and is part of UKTV's award-winning network of channels, is recognised for its innovative marketing and idiosyncratic identity. Since launch it has won a host of awards including 'Launch of the Year' and 'Best Channel Marketing' at Broadcast's Digital Channel Awards and the much-coveted 'Channel of the Year' award at the 2013 Promax UK Awards.
General Manager for the channel, Steve North, said, 'Now not only home to all things witty, Dave's distinct and charismatic personality is continuing to bring wit to your world through unexpected and amusing moments of entertainment and flashes of irreverent humour. The updated look and feel Red Bee has created provides a re-energised and more flexible platform for the channel's wide range of brilliant programming.'
Andy Bryant, Director, Creative, Red Bee commented, "Creating the original Dave brand was one of Red Bee's proudest moments and the channel has gone from strength to strength since then. Now is
the time to build on Dave's unique personality and tone of voice with a refreshed identity that exudes the channel's sense of humour in every second between programmes."
The updated premise complements the expanding availability of Dave on Demand VoD services, which deliver wit to viewers worlds anytime anywhere via PC, mobile or tablet devices. UKTV also announced last year it was further extending the channel brand off-screen, with a brand licensing deal to create Dave merchandise and events.
Dave has recently announced a host of original comedy commissions for the channel, including brand new comedy chat show Alan Davies: As Yet Untitled, a trio of star-studded football specials to air ahead of the 2014 World Cup and second series of both Ross Noble Freewheeling and Crackanory. The channel's adult viewing share grew by 20% last year.
For more information please contact:
Sky channel 111, Virgin TV channel 128, Freeview 12
Dave proudly presents a plethora of original commissions; Crackanory, Ross Noble Freewheeling, Dave Gorman's Modern Life is Goodish, and Dara O Briain: School of Hard Sums, all laden with the biggest names in British comedy. Not to mention a brand spanking new series with QI favourite Alan Davies in Alan Davies As Yet Untitled.
If that wasn't enough to whet your appetite we also have a stack of national treasures like QI, Red Dwarf X, Mock the Week and Have I Got News For You, not to mention the Red Bull trilogy of Cliff Diving, X-Fighters and the Soap Box races. And of course, we still have Top Gear.
Obviously we have to add, Dave is the UK's most watched non-PSB channel broadcasting to over 27 million people per month, featuring hit US shows including the sharp-witted and sharp-suited Suits, the ludicrously addictive Lizard Lick Towing and the wonder that is Storage Hunters, the gift that keeps on giving.
UKTV is the multi-award winning media company that reaches over 42 million viewers per month.
UKTV's ten imaginative channel brands - Watch, Dave, Gold, Alibi, Eden, Yesterday, Drama, Really, Home and Good Food - include the most watched non-PSB channel, the most watched channel in the Factual genre and the most watched channels in the Lifestyle genre (Pay and Free). The company's most recent financial results showed a record-breaking year-end revenue of £262m, and operating profit at £71m.
UKTV has a truly innovative model, curating brand-defining commissions, high-profile acquisitions and the very best of BBC and Channel 4 content, and embracing technology to deliver inspired channels to audiences through Freeview, Sky, Virgin Media, BT TV, TalkTalk, YouView, plus direct On Demand digital services. The network distributes its highly valued programmes to 200 territories around the world and supplies Sky with more hours of HD content than anyone else.
Now celebrating its 21st year at the forefront of digital television, UKTV - an independent commercial joint venture between BBC Worldwide and Scripps Networks Interactive, Inc. (SNI) - is proud to be the only British broadcaster to be recognised by Best Companies.
About Red Bee Media
Red Bee Media's Creative division is a world leader in creating and promoting media brands, with a global reputation for on-screen brand identities, multi-platform promotional campaigns and content marketing for non-media brands.
Red Bee Media is one of the world's leading media services companies. Working with broadcasters, content owners, platform operators and brands, the company blends technology and creative expertise to provide a range of services; from playout, multi-platform media management and distribution through to access services, metadata, content discovery, companion applications and brand consultancy.