The British media company UKTV is entering the world of licensing in a new partnership with Evolution Europe and Rizon Studios Creative.
The network’s first licensing program will focus on Dave, a non-public service broadcast channel known as the “home of witty banter.”
The move into licensing is part of UKTV’s strategy to expand the awareness of its key brands. The Dave brand will be extended off-screen with a range of merchandise and live events that draw on key characteristics of the TV channel.
Going forward, Evolution Europe and Rizon Studios Creative plan to review the full stable of IP within UKTV and create a comprehensive strategy to take the multi-channel network brand and content to market. Rizon will create materials and style guides, while Evolution Europe will present the collateral to potential licensees and DTR partners.
The announcement comes after UKTV revealed plans to invest a £110 million in original content in 2013 across its network of 10 channels.
“As UKTV continues to invest in original content and our portfolio of IP grows, we are looking to expand the network’s successful channel and programming brands outside of traditional revenue streams, with merchandise being the next logical step commercially,” says Colin Thomas, strategy manager, UKTV. “This opens the door to new and exciting opportunities–beginning with the hugely popular Dave, a brand that resonates clearly with consumers.”