UKTV, the broadcaster behind channels including Dave, Drama and Yesterday, has unveiled a full rebrand of its on-demand service UKTV Play.
UKTV Play goes live with a new look today, with a technical upgrade to HD streaming coming this November.
Unveiling the new look after an intensive market research process consulting current users and new target audiences, UKTV Play relaunches with a renewed digital-first brand direction and a fresh look and feel.
HD streaming
The rebrand comes ahead of the introduction of HD content to UKTV Play. This will allow viewers to view their favourite programmes such as Stacey Dooley Sleeps Over, Bangers and Cash, MasterChef Australia and Big Zuu’s Big Eats in full HD quality for the first time.
From November, new content added to the service will be available in HD (720p and 1080p). This will be delivered via adaptive bitrate streaming. Back catalogue content, for which a HD master exists, will be re-encoded in phases from mid-November onwards.
New look
UKTV Creative also built a suite of creative elements designed to draw users into the easy-going brand world of UKTV Play.
This includes a new characterful contemporary typeface, a vibrant colour palette and a collection of unique iconography, animations and sounds that encapsulate its warm tone and playful spirit.
Kate Rossiter, UKTV’s Head of Marketing for UKTV Play oversaw the brief, and in-house agency UKTV Creative and UKTV’s Digital Products Team designed, developed and delivered over 200 assets for the rebrand over six months, all designed to echo the brilliant mix of content that UKTV Play offers viewers.
Kate said,
It’s been brilliant to create a consumer-centric positioning for UKTV Play and provide the Creative team with a clear springboard to work from. The redesign is being supported by UKTV Play’s biggest marketing campaign to date, with significant on and off-air media plans.
Andrea Amey, UKTV’s General Manager for Digital, added:
This rebrand marks the beginning of a real step change for UKTV Play. With over six million registered users and thousands of new hours of content being made available on the service this year, I’m delighted that our new brand creative unites our channel brands like never before and perfectly encapsulates UKTV Play’s warm tone and playful spirit. _
How to get UKTV Play
The UKTV Play app is available on smartphones and tablets via your app store. You can also watch on TV on the following platforms:
- Freeview Play,
- Amazon Fire TV
- YouView
- Samsung TV
- Apple TV
- Freesat
- NOW
- Roku
UKTV Play contains programmes from Dave, Drama, Yesterday and W. But if you are a Sky, Virgin Media or BT TV customer, you can also access shows from Gold, W, Alibi, and Eden within UKTV Play.