Yesterday moves further towards entertainment
By Julian Clover
Yesterday is to launch a new brand proposition that will increase the proportion of entertainment-based programming seen on the channel.
Under the new tagline of ‘Entertainment Inspired by History’ the strategic shift is designed to attract a more diverse audience. The new format will go live on July 24 alongside a new logo and dynamic channel idents.
New series including British Gangsters: Faces of the Underworld, Fight Club: A History of Violence, Raiders of the Lost Past and Great British Ghosts will air in the autumn.
Adrian Wills, UKTV’s General Manager of Factual said: “Yesterday has a strong heritage of providing in-depth, historical programming that viewers love. The new position and brand refresh for the channel is aimed at enriching Yesterday’s content, ensuring we retain our loyal viewers, while making the channel more accessible and compelling to a wider and younger audience.
In May the UKTV-owned channel reported its best ever month peaking at a 1.192% share. The channel is up 35% year on year (Jan to May) with the average monthly reach of 18.6 million adults. Cilla’s Unswung Sixties, which aired in March, became Yesterday’s highest rated commission to date with a consolidated audience of 430,000.