Magazine article Marketing

UK Gold

Magazine article Marketing

UK Gold

Article excerpt

Owner: BBC/Flextech

Part of the UK TV package which launched on November 1

Vice-president, advertising sales: Tony Wheble

Reach: 1.9% of viewing in satellite homes

Imagine a scenario sometime in the near future where BBC Radio 4, in a bid to boost younger listenership for Desert Island Discs, dispenses with the castaways choice of book and replaces it with a TV channel (I know there's no electricity on the island but let's stick with the idea anyway). Which channel would you choose?

Well, given the current lineup I think I would plump for UK Gold. Where else could you find such an eclectic mix of programmes with enough gems in the schedule to let you happily wile away the hours in a 'beach potato'-like state.

UK Gold has been re-invigorated and joined by a clutch of three new BBC/Flextech channels in the shape of UK Style, Arena and Horizon. As the founding father of this new family, UK Gold has been an undoubted success since its launch in 1992 and has created a healthy appetite among UK viewers for 'classic' programming.

A glance at this week's terrestrial schedules illustrates the influence the success of UK Gold has had on our programming choice: The Saint on BBC2, The Sweeney on Channel 5 (yep, really 'modern' Mr Elstein) and even Upstairs Downstairs on ITV on a Sunday afternoon. …

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