UKTV Announces Brand Refresh For Really Channel

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UKTV’s lifestyle channel Really – which is home to first run episodes of USA Network’s Covert Affairs and The CW’s Hart of Dixie – is getting an updated on-air identity, logo and new tagline “Really Gets You.” This new identity, consisting of 24 idents and four sets of menus which will change on a daily basis, will go live on Wednesday May 15th,

This brand refresh will see a significant change to the on-screen offering including vibrant idents and a new logo that reflect the fresh proposition and scope of the channel, which is targeted at a broad audience of 25-44 year old adults. Really aims to be in tune with viewers’ lives throughout the week and at different times during the day. These changes are reflected by the adoption of new colours and messages on a daily basis including Sunday’s ‘Really wish it would last forever through to Wednesday’s ‘Really over the hump’. The re-design was carried out by Red Bee Media and led by Really’s Marketing Manager Kelly Denyard, with the brief calling for an energising, bold and honest look and feel that would bring the channel proposition to life and help shift viewer perceptions.

The refresh follows from Really’s strong ratings performance in 2012. The channel grew its audience share by 168% and is now viewed by a total of 10.6 million adults every month. The channel’s strongest performing shows have been its first run scripted dramas Hart of Dixie and Covert Affairs. The first season of Hart of Dixie attracted an audience of just under 420,000, up an impressive 450% on the slot average; while the latest season of CIA spy thriller Covert Affairs lifted the slot average by 169%.

Speaking of the brand refresh, 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.”

While UKTV Marketing Director Simon Michaelides added: “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.”