UKTV to launch Home, Really

UKTV Style and UKTV Gardens will be relaunched as Home and Really as the next step in the broadcaster's plans to rebrand its entire portfolio of channels.

Gardening output will be shifted to Home when it takes over from UKTV Style on April 30, with Really to be positioned as a "zeitgeisty and noisy female brand", said UKTV director of factual, lifestyle and new media Jane Mote.

"Seventy eight per cent of viewing to UKTV Style was to its home content," Mote told Brand Republic. "So we see the rebrand as being clearer to consumers about what to expect on the station and giving them more of what they want."

UKTV People and UKTV Documentary were the broadcaster's first factual channels to be rebranded. Entertainment channels UKTV Gold and UKTV Drama became Watch, G.O.L.D. and Alibi last October. No details have yet been announced about any changes to UKTV Food.