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Discovery converts Home into HGTV

Rebranding aligns the channel with its US counterpart

Discovery has rebranded its Home channel to HGTV in the UK.

Announced at the beginning of the year, the rebrand includes a bespoke brand identity for the UK “inspired by British design trends,” with a new logo, idents and website.

The rebranding aligns the channel with its US counterpart, combining US titles (Fixer UpperLottery Dream Home and House Hunters) with local programming (Sarah Beeny’s Renovate Don’t RelocateEscape to the Country and DIY SOS). 

“We are excited to welcome this iconic global brand to the UK,” said Clare Laycock, SVP head of Lifestyle and Entertainment Brands, Discovery. “HGTV powers people’s passions for home with the best property and renovation shows in the world.

“Its launch in this market is supported by a playful new brand identity and a local HGTV website, rich with inspiring home improvement content. As the ultimate destination for home enthusiasts, its launch provides a powerful opportunity to connect advertisers with these fans across all platforms.”