UKTV History will rebrand as Yesterday on March 2, the last of UKTV’s factual channels to be renamed, as part of the broadcaster’s plans to create a portfolio of multiplatform brands.
Yesterday will target upmarket 30 plus couples, placing serious history in the form of Andrew Marr’s History of Modern Britain and Auschwitz in the same schedule as The Alan Clark Diaries, House of Cards and Antiques Roadshow.
“Alongside classic history content which continues to be hugely popular there will be a new emphasis on living history. Our programming will cover everything from world changing events to fondly remembered moments of popular culture. The whole point of Yesterday is to make history feel more immediate and more personal,” explained Yesterday channel head Richard Kingsbury.
The final wave of the UKTV network rebrand will take place in Q2 2009.