Programme notes

Paul Murphy asks if on-screen TV branding can do more than just remind you of the channel you’re watching

UK Gold: BBC Broadcast

UK Gold, available on cable and satellite, shows the best of UK entertainment television or repeats, depending on whether you’re a viewer or a rival TV executive.

After Sky One, it’s the second most popular non-terrestrial channel in the UK. For the channel’s ident update BBC Broadcast worked in collaboration with UKTV (UK Gold’s parent company, itself a joint venture between BBC Worldwide and Flextech Television) and UKTV’s ad agency, Mother.

BBC Broadcast Design senior creative director Jane Walker explains, ‘UKTV wanted to modernise the channel and give it a more contemporary feel to help drive reappraisal and show how great the UK Gold programming really is.’

The rebrand was designed to reach new audiences and support its current one. The idea for the new work centres on the ‘gold’ within the name, the idea that there’s a ‘gold standard of entertainment and furthermore the idents imply through the use of the light that TV sets give off, that there’s a special warm feeling emanating from UK Gold that you don’t get with ordinary TV,’ says Clare Plaisted, marketing communications manager at BBC Broadcast.

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