Media brand Good Food
Owner UKTV
What's happened? Channel has rebranded
The new look feels a lot fresher than the old channel. This brand name is not new to the consumer - Good Food magazine has been published by BBC Worldwide for several years.
Good Food is targeting upmarket 25 to 44-year-olds as its core audience, with food lovers at its heart. To achieve this, it has launched with 80% of the schedule made up of new commissions and exclusive acquisitions. These include the new series of Ace of Cakes, Market Kitchen and Oliver's Twist. These programmes should attract the desired audience, but will Good Food have the backing to afford to keep making and acquiring these high-quality programmes?
Good Food, along with its revamped website, will offer advertisers targeted opportunities with special packages of airtime, sponsorship and VoD. This will allow specialist food brands to reach their sweet-spot audience for a low entry cost.
Good Food launched with an all-new peak schedule, helped by celebrity chefs Rick Stein, Jamie Oliver and Ina Garten. Good Food attracted a peak audience of 97,000 during the new series of Ace of Cakes, and averaged across the day at 15,000. Compared with the previous Monday, this was over twice the peak audience and 35% higher than the daily average.
Given that we have limited viewing data so far for the new channel, it seems a bit unfair to make a judgement right now. However, I'm confident that by the end of the year there could be a healthy increase of audience to the channel - but the extent to which this will be true will depend on the ability to schedule quality new programming.
This is a great change for a great brand. Keep up the quality and relevant programming - and this channel will really shine.
What is good?
Fresh programming.
What could be better?
Cross-promotion of the new and unique programmes.
Would I book my clients into this?
I already have - and I will do so again.
Sean Beaven, broadcast account manager, MPG
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