UKTV’s flagship Pay entertainment channel – grow on the successes of 2011 with bold, high quality programming and a fresh new on-air identity to match. The vibrant Watch re-design goes live across all identity elements and programmes 9th March.
Hot on the heels of news that Watch has signed an exclusive talent deal with Steven Frayne, better known as Dynamo, and the unveiling of a new logo, the channel reveals its exciting refreshed on-air identity. Watch has grown 4% in volume 2011 versus 2010 with Broadcast winner Dynamo: Magician Impossible averaging 1.7m viewers and claiming the title of highest-rating new Pay TV only series for individuals in 2011. Watch continues to build its stable of exhilarating entertainment programming with high end acquisitions and commissions. Shows new to Watch for 2012 include: Primeval: New World exclusively in the UK; NBC Universal’s GRIMM (premiered with 435k viewers with a consolidated total of 1,028,000 adults a +953% on the slot average, Monday 13th February 2012); Warner Brothers’ Alcatraz from JJ Abrams and the team behind hit show Lost and two new seasons of Dynamo: Magician Impossible.
Led by Watch Senior Marketing Manager Rachael Fielding marketing agency Dixon Baxi, have refreshed all identify elements. Fielding’s brief called for a bold brand identity to match the channel’s fresh and exciting programming. Tasked with grabbing the attention of the Watch target audience – couples and adults aged 16-44 – a discerning group with multiple entertainments vying for their attention, Dixon Baxi have developed a conspicuous, sleek new look which is dynamic and distinctive. The final result provides a strong, unified identity that cements Watch’s on and off air communications with the exciting new 2012 programmes immediately identifiable as Watch shows.
Steve Hornsey, Watch General Manager said; “Watch is a channel that loves the out of the ordinary and celebrates the different and distinctive. It promises top quality exclusive programming across the genres of entertainment, drama, factual and reality – plus blockbuster films. Watch deserves a striking design to match its raft of new and exciting programming. We are confident that the distinctive new identity will position the channel as a vibrant, dynamic and exciting entertainment destination.”
Simon Michaelides, UKTV Marketing Director added; “Since its launch three years ago Watch has gone from strength to strength, building an increasingly strong reputation for entertaining programming. The new visual identity is a bold reflection of this status. Designers Dixon Baxie have delivered a distinct high-gloss concept that brings the brand up to date, generates greater standout and increased consumer intrigue. The new identity better reflects the exciting pipeline of future, cutting edge, programming that will further cement the channel proposition over the coming years.”
The complete re-design includes a new brand identity and on air on screen presentation, Watch branding for individual programmes, a new Promo look and feel, new idents, BEOP / EOPS 3”, IPP’s,VT Menu’s (10”, 15” & 20”),DVE Menu’s (10” & 20”), a 1” bumper and a new Blip. The brief also included a complete refresh of the off air look and feel for the brand with a clear concept for how the Watch identity works in off air advertising (outdoor, press, digital).
The new Watch logo and trails are now live on air, and from 9th March all programming across the channel will use the bold, more distinctive branding.