UKTV was launched in Australia in August 1996 as a joint venture between BBC Worldwide (20%), Pearson Television (20%) and Foxtel (60%), available as part of FoxtelÕs basic package and, since May 1999, through Austar as part of its deluxe package. UKTV is dedicated to Òthe best of British televisionÓ, a position that it maintains through its exclusive first option on Australian pay TV rights to comedy and drama produced from the UKÕs two largest Òmade for televisionÓ catalogues, the BBC and Pearson. Programming includes drama such as The Bill, soaps Coronation Street and EastEnders, comedies Blackadder and Benny Hill and cult programs on late-night show The Tube, including The Young Ones and Red Dwarf. UKTV has a monthly cumulative reach of more than 1.1 million people, according to AC Nielsen data for February 2000. Research shows that the channel has a loyal and committed audience, especially among the AB demographic and consistently achieves high audiences among people aged 35-plus. The primary programming attracts high socio-economic groups aged 35-plus with a white-collar, female skew, while The Tube has successfully captured a younger, male-skewed audience. ÒSince launching we set out to establish and deliver quality entertainment which viewers understand and value,Ó says chief executive Tony Iffland. ÒTo do this requires the development and ongoing definition of a distinctive brand identity both on-air and through all marketing communications. ÒOur viewers know what to expect, a critical ingredient in a multi-channel environment,Ó he says. UKTV attracts a broad base of advertisers interested in reaching its AB audience, characterised by high disposable incomes and frequently with close ties with the UK. Advertisers include the British Tourist Authority, Cathay Pacific, Telstra and Peugeot. ÒThe Bill, one of AustraliaÕs top five programs, runs on UKTV five times a week, as well as on the ABC. But obviously advertisers can only reach the quality audience through UKTV,Ó says Iffland The UKTV creative services team offers advertisers the opportunity to create something more than their regular TVCs, to suit the programming and theme. The advantages are tailored advertising solutions, including opening and closing billboards, and interstitials, as well as being able to incorporate direct response mechanisms. Advertisers can access UKTVÕs viewer database, providing the means of communicating directly with viewers. UKTV advertises directly to consumers, as well as using discreet above-the-line activity. UKTV uses a fleet of red double decker buses in Victoria and New South Wales to promote specific programming. AdvertisersÕ campaigns can also be integrated into these bus promotions, depending on their level of sponsorship.
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