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Sky Edinburgh International TV Festival

Edinburgh International TV Festival: Sky Living channel director announces rebrand to move away from the "niche girly" market

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By Gillian West, Social media manager

August 25, 2013 | 2 min read

"We are in the middle of a bit of a revamp and from September onwards, we're doing a rebrand. My feeling was on joining Sky Living about a year ago it was a little bit too niche, revealed Sky Living channel director Antonia Hurford-Jones.

Speaking at the Edinburgh International TV Festival Hurford-Jones announced that the typically female-orientated channel is taking steps to move away "from that old fashioned view of women liking girly pink stuff and fashion and dating and weddings".

Adding: "That's not to say there isn't a place for all those things, but women are quite normal and we have lots of broad interests and I think we needed to broaden it out a bit and widen our remit...we kept being told that women like watching television with their partners.

"They don't want to sit alone in their pink fluffy bedroom, wearing their pink fluffy negligee, watching shows on their own. It's all about watching with their partners. So shared viewing is extremely important."

The Living rebrand will see the channels traditional pink branding changed to a sleeker more gender neutral silver and blue palette.

Despite trying to distance itself from anything "too girly" Hurford-Jones said that current Living viewers need not worry that the channel will undergo a radical overhaul, commenting: "I wouldn't do anything that was exclusively male-skewed, but pretty much everything else is fair game."

However she furthered that under her leadership, which began in November last year, the channel would not be commissioning anything "too niche girly" admitting that she was "literally de-pinking the channel".

Sky Edinburgh International TV Festival

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