UKTV channel Yesterday has launched a new brand proposition with a raft of fresh programmes that will reflect the channel’s brand promise, Entertainment Inspired By History.
The strategic shift in Yesterday’s content is aimed at attracting a more diverse audience to the channel by providing programmes that are accessible and entertaining, while keeping history at the heart of its offering. Yesterday is also undergoing a design refresh with a new logo and dynamic channel idents that reflect the fresh scope of the channel, and will launch on-air on Tuesday 24 July 2012.
Taking a contemporary and entertaining approach to history, Yesterday aims to engage and excite the audience with a variety of new series such as British Gangsters: Faces of the Underworld, Fight Club: A History of Violence, Raiders of the Lost Past and Great British Ghosts.
May 2012 has been the channel’s best month ever peaking at a 1.192% share. The channel is up 35% year on year (Jan to May) with the average monthly reach of 18.6 million adults. Cilla’s Unswung Sixties, which aired in March, became Yesterday’s highest rated commission to date with a consolidated audience of 430,000. Other factual content continues to perform well with Museum Secrets returning with an audience of 384,000, Mafia’s Greatest Hits opening with 333,000 and Who Betrayed the Bomber Boys? reaching 375,000.