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UK TV controller Emma Tennant uncertain of rebrand success of numerous network TV channels

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By Gillian West, Social media manager

August 25, 2012 | 3 min read

UK TV Controller Emma Tennant has admitted to being unable to state certain success for numerous network channel rebrands.

Speaking at the Edinburgh International TV Festival yesterday, Tennant discussed the many changes the networks channels had taken in the last three years, explaining that the rebrands were about “refreshing” the channels and “catching the channels up to where the programmes had already moved them too.”

Interviewed on stage by Kate Silverton, Tennant denied that the channels were too ambiguous and viewers didn’t have a grasp on all the channels, what they show and who they serve. Though an audience poll conducted by Silverton would suggest otherwise when the majority of the room admitted they didn’t quite understand all of UK TV’s channels.

Tennant, who joined UK TV from ITV in September 2011, commented it can be difficult to find the right direction for a channel hence the reason Watch has rebranded a total of three times in four years.

Later she went on to discuss the issue of repeats and their prolific place amongst UK TV channel scheduling, something which is often openly mocked in panel shows which find themselves replayed on channels such as Dave.

“It’s [repeats] bringing the best of the best of the BBC, and now Channel 4, content to people who want to watch it again and I’m not unhappy with it.

“Dave and GOLD build on comedy on BBC one and two, when you think of it there are six episodes a series and an 18 month break in between series. What we can do is build on the audience until the new series comes on. We can build an audience of those who did not watch first time round on the BBC but watched on Dave or GOLD and want to see new episodes.”

Discussing new commissions by the network Tennant commented: “We have commissioned new Red Dwarf and Yes, Prime Minister” and added that it was the original writers who were involved in Yes, Prime Minister and that is “filming now.”

She added that she wouldn’t be adverse to the option of selling these shows back to the BBC at some point, admitting though she’d not seen it happening during her time at UK TV she would be open to a “commercial conversation” with the broadcaster.

Finishing with a question from the floor Tennant addressed the networks ambiguity and how many viewers don’t realise channels such as Eden and Alibi are part of the network, accepting that “from a viewer perspective maybe they do just see the channels and don’t link them.”

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