IDS has begun rebranding all of its UKTV channels, following on from the success of the rebranding of it UKG2 channel to DAVE last year, and has just finished rebranding UKTV People to Blighty.
The rebranded channel, which uses the strapline, ‘One Nation Under A Channel’, aims to celebrate everything that’s great about Britain and the British way of life.
Blighty is aimed at young people who are “…interested in reconnecting with the country they live in.” A new show, My Brilliant Britain, will feature each week with a different celebrity talking about a specific part of British life that they love.
Other programmes will include The Brit Pop Story – a look at the rise and fall of the iconic Brit Pop; Vic Reeves tracking his heritage in the hit BBC show Who Do You Think You Are?, as well as The Real Little Britain, which is a search for real-life versions of some of the most memorable characters from Little Britain.
Other brand new programming on the channel will include Made In Britain - Dom Joly travelling round Britain to restock his home with only British made goods; Save Our Boozer – millionaire Jay Smith leading five communities as they try to breathe life back into their ailing local pubs and The Beatle Decade, looking at life in the 60s and how the Beatles influenced this.
The launch as Blighty is the most significant rebranding of any of the IDS channels since DAVE, and it’s hoped that its strong identity will remind viewers why they love the Britain and the British way of life so much, in the aim of becoming their new favourite channel.
Other channels that have been rebranded include UKGold to G.O.L.D. (Go On Laugh Daily), UKGold+1 which became WATCH, UKTV Drama became ALIBI, and at the end of January UKTV Documentary became EDEN .
In March UKTV History will become Yesterday before the rebranding of all their lifestyle shows in Q2.