[Stuart]

There has been a weak link with viewers associating the siloed channel brands (previous marketing head) with UKTV Play. Now that everything is turning digital first, it's become imperative to make an attempt to sort this out. In fact some viewers struggled to make a faint connection.

Execution, do I agree with all of it? no. But what we have currently isn't working

I don't watch channels because of the organisation to which they belong. I just look for something I will enjoy viewing, either streaming or sometimes linear. Most people will follow the same decision path.

This marketing strategy by UKTV is dated and damaging to their existing established branded channel identities.