NEWS: UK Gold set to hire agency to boost corporate image

UK Gold and UK Living, the sister satellite and cable channels, are to boost their corporate PR support to cope with growing competition in the television market.

UK Gold and UK Living, the sister satellite and cable channels, are to

boost their corporate PR support to cope with growing competition in the

television market.



UK Gold marketing director Ian Riley is poised to hire a public

relations firm to handle a corporate campaign for the two channels.



Riley has seen pitches from a mix of four media specialist and consumer

public relations outfits and will make a decision over the next few

weeks.



Riley has also appointed a press officer, Ruthe Wainman, to deal with

the channel’s media enquiries.



The profile-raising campaign will target the trade media and ‘opinion-

forming audiences’ such as key journalists as well as the general

viewing public.



UK Gold last used Millbank PR - which launched the channel in 1991 - to

handle its dispute over carriage fees with cable operator Videotron last

Christmas.



In December, Granada and BSkyB announced their intention to form a joint

venture in the autumn to broadcast eight new channels including an

archive station called Granada Gold - a direct rival to UK Gold.



In response, UK Gold is planning to release a raft of sister ‘mini’

channels.



‘It is a very competitive market,’ said Riley. ‘They will launch eight

channels and there will be more to come. This is all part of a more

proactive effort.’



An industry insider commented on the campaign: ‘UK Gold has been very

good at its programme publicity, but questioned how good the company had

been at managing its corporate image.’



Granada, p2



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