BBC overhauls UKTV brand in bid to resonate with wider audience

The Australian arm of BBC Worldwide has given one of its primary channels an overhaul in both look and content after admitting the previous brand “lacked an emotional connection with the viewers”.

Central to that aim is a new visual identity for the brand with a new strapline “a cracking celebration of brilliant British entertainment”, as the broadcaster looks to connect with new markets and skew the demographics slightly younger.

Christlieb: British comedian Michael McIntyre would be “the embodiment of the spirit of the new brand”

Speaking at a media briefing in Sydney today Tim Christlieb, director of channels, BBC Worldwide ANZ, said British comedian Michael McIntyre would be “the embodiment of the spirit of the new brand”, in an attempt to differentiate it from its premium BBC First channel.