UKTV reviews brand architecture to help make it ‘fit for the future’
The Dave and Gold owner’s top marketer believes it is “greater than the sum of its parts” and wants to grab a greater share of attention across broadcast.
UKTV is planning an overhaul of its brand architecture to strengthen the link between its channels as it looks to compete for attention in a crowded TV market facing up to the challenge of streaming.
The broadcaster has seven channels under its umbrella in Dave, Gold, W, Drama, Alibi, Eden and Yesterday as well as on demand streaming service UKTV Play. Its CMO Penny Brough, who joined the company ten months ago, wants to “unify” the brands and prepare it for a streaming future.
“We are seeing a decline in linear and a fragmentation of the entertainment landscape,” Brough told Marketing Week about what prompted the review.
“What you don’t want to do is be a series of tiny silos that can’t get beyond that,” she added.
