|Agency: Red Bee||Authors: Hannah Yelin, Jonathan Wise, Clare Phillips, Mills Willis, Emma Boston, Liz Chandler, Luke Hales, Julia Jordan, Sarah Goldman and Selma Ali|
UKTV – Dave: the home of witty banter
This is the remarkable story of how a tiny, underperforming channel with a modest communications budget can get noticed overnight.
Before the coming of Dave, when a TV channel wanted to reinvent itself, or become more successful, it changed its programming.
Yet here is a story that evidences the power of branding. uktv reinvented its channel uktvg2 as Dave and within 1 month increased audience share by 35%, in 3 months attracted an additional 8 million viewers to the uktv network and in 6 months delivered £4.5m profit.