Published: 11.11 Europe/London, June 14, 2011

The cutting edge lifestyle channel Really is to launch on Freeview on August 2.

Its operator UKTV already distributes the factual-based channel Yesterday and entertainment channel Dave free-to-air on the UK DTT platform.

Commenting on the move, UKTV CEO Darren Childs said: “UKTV has an ambitious growth strategy for 2011 and beyond and investment in our Lifestyle channels is integral to our success. We’ve already got the two leading channels in the genre – Home and Good Food. By securing a free-to-air slot for Really and investing considerably in its content, we are confident UKTV will continue to dominate the genre.”

UKTV’s Clare Laycock, interim director of lifestyle and channel head of Really and Home, added: “We’ve secured a highly visible EPG position right next to Dave and that, together with Really’s compelling visual identity and schedule packed full of guilty TV pleasures will ensure it stands out from the crowd. There is so much untapped potential with this channel and with a more prominent shop window to show off our wares, we’ll be looking to maximise Really’s potential.”

UKTV’s interim controller Christian Drobnyk is overseeing the launch of Really, which will continue to be carried by Sky and Virgin Media.