Kemistry gives Pout to TV channel

Television identity specialist Kemistry has been appointed to handle on and off-air branding for The TV Group’s new interactive adult channel Pout, for a fee understood to be in the region of £50 000.

Originally called Temptation TV, Pout launches in November on Sky digital and will be the first fully interactive adult channel.

In addition to identity work, Kemistry is handling interactive services and, in a first for the consultancy, is project managing the design of the channel’s sets.

The channel is aimed at couples and single men and women, says The TV Group marketing manager Greg Wixted, and aims to reach 6.3 million viewers with an initial broadcasting output of 50 hours a week. A quarter of the channel’s output will be produced in-house.

Creative details are under wraps until closer to launch, but the brief was to give the channel an up-market feel, says Kemistry senior designer Matt Piper, who cites lap-dancing chain Spearmint Rhino, and the film Boogie Nights as concept inspirations.

The usual ‘chrome, velvet and neon signs, and the grubby feel of sex shops’ imagery has been avoided, he says.

‘We wanted to maximise the audience by making [the identity] as mainstream as possible. We want to develop a brand people can wear on a T-shirt and be proud of,’ Piper adds.

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