UKTV has improved its website traffic by 75% following an upgrade timed to coincide with the launch of its three new channel brands. Cumulative unique visits increased from 142,822 in September 2008 to 248,921 in October 2008.
The work, by Devilfish, Ralph, Red Bee Media and an in-house team at UKTV, included the launch of 10 new applications. These included Thank You Britain for Watch, the Laughter Exchange for GOLD, The Detective and Trustworthy Tests for Alibi and the Davepedia and Argument Killer for Dave.
“The network rebrand is offering us an exciting opportunity to move away from our more traditional programme-support sites and create online brand extensions that exist in their own right,” explained UKTV’s Christian Drobnyk. “By commissioning applications designed to appeal to each channel’s particular target audience, we’ve added functionality that allows users to interact with our content for longer, and in a new and more compelling way.”
The next stage of the rebranding will see the relaunch of the factual portfolio UKTV Documentary, UKTV People and UKTV History – which will be relaunched as Eden, Blighty and Yesterday in Q1 2009.
