As part of UKTV’s strategy to increase public awareness and fully exploit the commercial potential of their key brands, the commercial network – which is a joint venture between Scripps Networks Interactive and BBC Worldwide – has announced that they will be moving into brand licensing for the first time. UKTV will be starting with Dave, the UK’s number one non-PSB channel which is home to such series as Suits and Red Dwarf, and will offer Dave branded merchandise and events that extol the characteristics of the channel.
The move into brand licensing comes after UKTV recently partnered with Evolution Europe & Rizon Studios Creative. In addition to exploiting the Dave brand, Evolution Europe & Rizon Studios Creative will review UKTV’s entire portfolio of IP and devise a strategy to take the multi-channel network brand and content to market. Rizon will devise and deliver materials and style guides, while Evolution Europe will present the collateral to potential licensees and direct-to-retail partners.
“As UKTV continues to invest in original content and our portfolio of IP grows, we are looking to expand the network’s successful channel and programming brands outside of traditional revenue streams, with merchandise being the next logical step commercially”, UKTV Strategy Manager Colin Thomas. “This opens the door to new and exciting opportunities – beginning with the hugely popular Dave, a brand that resonates clearly with consumers.”
Steve North, General Manager of Dave, commented: “Dave has become a household name with witty and irreverent shows that really resonate with viewers. I am looking forward to offering our audience fun and original products that capture the feel of their favourite channel and reflect Dave’s brand values.”
While Dave Collins, Managing Director of Rizon, added: “Rizon Studios is delighted to be working with UKTV. In our discussions with the company it has become clear that our shared vision, creative passion and drive for innovation will forge a strong, successful and creative partnership. Rizon is delighted to be helping UKTV take this step in to the world of licensing.”