uktv – Dave: the home of witty banter
EXECUTIVE SUMMARY
With 470 channels to choose from, the TV market is overwhelmingly competitive. The explosion of channel choice, combined with the onset of on-demand services has made channel growth intensely difficult to achieve.
uktv's objective was to increase the number of 16–44 year old men watching the network. uktvG2 was a minor player comprised almost entirely of repeats with no resources to buy new shows. It had virtually no awareness, compounded by the fact many people watching its programmes didn't realise they were watching them on uktvG2. Finally, the available marketing...