UKTV's Really to launch on Freeview

UKTV has announced that lifestyle channel Really is to become the broadcaster's third free-to-air network when it launches on Freeview this summer.

On August 2, Really will replace the Dave Ja Vu timeshift channel at position 20 on the Freeview electronic programme guide, broadcasting from 8am to 2am.

Really will join factual channel Yesterday and entertainment network Dave, which are already available on digital terrestrial television.

Launched in 2009 as part of UKTV's channel revamp, Really broadcasts programming aimed predominantly at young women, including Tool Academy, Baby Beauty Queens and Snog, Marry, Avoid. The channel is also available on Sky and Virgin Media.

"UKTV has an ambitious growth strategy for 2011 and beyond and investment in our Lifestyle channels is integral to our success," said UKTV chief executive Darren Childs.

"We've already got the two leading channels in the genre - Home and Good Food. By securing a free-to-air slot for Really and investing considerably in its content, we are confident UKTV will continue to dominate the genre."

Clare Laycock, UKTV's interim director of lifestyle and channel head of Really and Home, added: "We've secured a highly visible EPG position right next to Dave and that, together with Really's compelling visual identity and schedule packed full of guilty TV pleasures will ensure it stands out from the crowd.

"There is so much untapped potential with this channel and with a more prominent shop window to show off our wares, we'll be looking to maximise Really's potential."

Earlier in the month, UKTV agreed its first product placement deal for a new ten-part series called Find My Past on Yesterday.