Blighty comes home on February 17

The latest rebrand in the UKTV portfolio is to take place on February 17 when UKTV People becomes Blighty.

The channel will commence transmissions at 09.00 on February 17 with a remit to “unashamedly celebrate all that is great, unique and inspirational about Britain today”.

Programming will include the genealogy series Who Do You Think You Are?, documentary features in Coast and the quirky Louis Theroux Meets… Blighty is also commissioning a number of original programmes for the channel. It will also have a complementary website, which goes live on the same day.

Blighty is using the tagline “One nation under a channel”, targeting couples in their 30s and 40s that are interested in the country in which they live.

The new channel positioning was developed by UKTV’s in-house marketing team in conjunction with Red Bee Media following a rigorous research process that involved extensive focus groups with the new channel’s target audiences.

The Blighty brand was developed by UKTV in conjunction with Red Bee Media. A marketing campaign begins today with a teaser campaign that will run on UKTV’s ten-channel portfolio. Its rebranding follows similar moves across UKTV’s entertainment portfolio on the back of the highly successful relaunch of UKTV G2 as Dave.