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
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
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
UK Gold last used Millbank PR - which launched the channel in 1991 - to
handle its dispute over carriage fees with cable operator Videotron last
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’
‘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
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.’