Eden and Blighty (UKTV): Reinvigorating the factual TV genre

This paper shows how UKTV Documentary and UKTV People were transformed into two exciting new brands, Eden and Blighty, bringing in new viewers and advertising revenue. Faced with factual pay-TV subscribers not watching the factual pay-TV channels, UKTV Documentary and UKTV People needed rebranding to increase their brand awareness and viewers. Partnerships with non-media brands, such as Ted Baker and Lonely Planet, were used to extend the brands beyond the reach of traditional media and allow them to become alive in the outside world. These partnerships enabled everything from bookmarks and shop windows to become unique media spaces to build the brand. Rebrand success brought new viewers into the factual pay-TV category, grew channel performance, and generated a projected payback over the next four years of £9.1m