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UKTV Food to become Good Food

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UKTV Food to become Good Food
UKTV has licensed the brand of BBC Worldwide cookery magazine Good Food for the rebrand of UKTV Food.

BBC Worldwide, which owns 50% of UKTV with joint venture partner Virgin Media, will continue to operate Good Food's magazine and website on an independent basis.

"We are thrilled to mark our tenth and final channel rebrand with a completely different approach: licensing an established brand name that has both heritage and credibility associated with it," said UKTV controller Matthew Littleford. "By re-launching our new food channel as Good Food, UKTV gains valuable brand equity while also completing our ambitious 18 month strategy to create a network of truly multiplatform brands."

UKTV said that an "exhaustive research process" had found that Good Food was the most popular new name amongst "both current and potential new viewers", and was "capable of standing out" within the Lifestyle section of Sky's electronic programme guide.

"UKTV Food is hugely successful in both the linear TV world and online, so this rebrand is about building on its strengths while incorporating it into the new-look UKTV portfolio," said Jane Mote, UKTV's director of lifestyle, factual and new media. "We’re really looking forward to bringing the Good Food brand to life in a way that only TV can, while also making it appeal to a broader audience who love watching food shows for entertainment but wouldn’t necessarily describe themselves as foodies."

Good Food will take over from UKTV Food at 9am on Monday, June 22.

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