The UK's leading Lifestyle channel Really, is to unveil an updated on air identity, which reflects the channel?s new brand positioning ?Really Gets You?, reflecting the mood of its audience through its branding. The change will be reflected on the channel from 15th May 2013.
Clare Laycock, UKTV's General Manager for Lifestyle, said: ?This is a great step change for Really, which has grown by 30% on all platforms since it launched on Freeview in August 2011. The updated brand promise embodies how the programme schedule has evolved over the past year, and reflects Really's remit to attract more shared viewing.?
The brand refresh will see a significant change to the on-screen offering including vibrant idents and a new logo that reflect the fresh proposition and scope of the channel. Expanding on the new positioning, Really aims to be in tune with viewers? lives throughout the week and at different times during the day. These changes are reflected by the adoption of new colours and messages on a daily basis including Sunday?s ?Really wish it would last forever through to Wednesday?s ?Really over the hump?.
Led by Really's Marketing Manager, Kelly Denyard, creative agency Red Bee Media won a competitive three-way pitch to refresh the brand?s visual identity. Denyard?s brief called for an energising, bold and honest look and feel that would bring the channel proposition to life and help shift viewer perceptions.
Tasked with reaching a broad audience of 25-44 year old adults, Red Bee has created an intuitive and innovative look for the channel, focusing on the ownership of the name Really, and using it as a positive descriptor rather than one of exclamation. The results reflect a more grown-up, glossy, up-market brand proposition that helps to cement the relationship in viewers? minds between Really's programmes and the channel?s on and off air communications. The new identity consists of 24 idents and four sets of menus, all of which change on a daily basis.
Taking a contemporary, bold and savvy approach to its programming, Really aims to engage with viewers through key series including the UK premiere of the new season of Hart of Dixie, and building on its paranormal content strand with titles including new and exclusive Ghost Adventures. Further titles include compelling documentaries such as Louis Theroux ? Twilight of the Porn Stars and Britain's Youngest Undertaker and programmes which provide a glimpse into the grittier side of human life, with the second series of the exclusive co-production, Fat Surgeons and acquisition Children?s Hospital Toronto.
UKTV Marketing Director, Simon Michaelides adds: ?This bold brand refresh will put Really at the forefront of viewers? minds and help drive the awareness of the channel to a much broader audience, building on its success as a market leader in its genre and providing a more rewarding alternative to some tabloid TV.?
In 2012, Really cemented its position as the UK's leading Lifestyle channel in Pay and Free to Air and a total of 10.6 million adults now watch the channel every month, with 4.7 million tuning in each week.
The first season of Hart of Dixie attracted an average audience of just under 420,000, and lifted the slot average by an impressive +450%. The latest season of CIA spy thriller Covert Affairs starring Piper Perabo and Christopher Gorham also lifted the slot average by 169%. Aside from drama, the channel regularly achieves audiences of around 250,000 with Paranormal Witness, and other popular titles include Ghost Adventures and Dr. G: Medical Examiner.
For further information please contact:
Senior Corporate Communications Manager
Tel: 020 7745 3036
Publicity Manager, Factual and Lifestyle
Tel: 020 7299 6271
Notes to Editors
(Sky 248, Virgin 267, Freeview 17) Really is the UK's leading lifestyle TV channel, providing a tantalising cocktail of honest and entertaining television. This Free to Air channel offers a compelling schedule with UK premieres of hit US dramas including Hart of Dixie starring Rachel Bilson and Covert Affairs, out of this world television with Paranormal Witness and Ghost Adventures, as well as BBC and UK docu-dramas such as Don?t Tell the Bride, Bizarre ER, Embarrassing Bodies and One Born Every Minute. Drama, real life and out of this world programming ? Really gets you!
UKTV is a major industry player and one of the most important and successful multichannel providers in the UK. Formed in 1997, it is an independent commercial joint venture between BBC Worldwide, the commercial arm of the BBC, and Scripps Networks Interactive Inc. (NYSE: SNI).
Attracting over 41 million viewers each month, the network consists of 10 distinctive channel brands ? Watch, Gold, Dave, alibi, Yesterday, Blighty, Eden, Home, Really and Good Food ? offering a broad range of quality programming across entertainment, lifestyle and factual. UKTV currently operates 25 broadcast streams when its eight multiplexes and five HD channels are taken into account, and 11 highly successful websites. The network also runs video on demand (VOD) services on Sky and BT Vision and is part of TalkTalk on YouView. In addition, UKTV recently launched its own ?On Demand? services with Dave On Demand and Yesterday On Demand.
UKTV's successful programming strategy combines high profile original commissions and key acquisitions with quality content from the BBC.
All UKTV channels are distributed on Sky and Virgin Media. Dave, Really and Yesterday are also available on Freeview.