UKTV is to rebrand its Really channel as it seeks to “shift viewer perceptions.”
The lifestyle-themed channel draws audiences of around 4.7 million each week and has seen audiences grow off the back of major US acquisitions including Hart of Dixie and CIA spy thriller Covert Affairs which stars Piper Perabo (Coyote Ugly).
The shows grew their slots 450% and 169% respectively, drawing in new viewers to the channel.
The new logo is part of a campaign developed by creative agency Red Bee Media to “reflect the fresh proposition and scope of the channel” and reach a broad audience of 25-44 year olds.
Clare Laycock, UKTV’s General Manager for Lifestyle, said: “This is a great step change for Really, which has grown by 30% on all platforms since it launched on Freeview in August 2011.
“The updated brand promise embodies how the programme schedule has evolved over the past year, and reflects Really’s remit to attract more shared viewing.”
UKTV Marketing Director, Simon Michaelides adds: “This bold brand refresh will put Really at the forefront of viewers’ minds and help drive the awareness of the channel to a much broader audience, building on its success as a market leader in its genre and providing a more rewarding alternative to some tabloid TV.”
The new look goes live from 15th May 2013.