A+E Networks is launching its first Freeview channel in the UK - but admits it's late to the party
History/A+E Networks/Leftfield
Blaze debuts on Freeview on September 20 and will showcase the best of A+E Networks' content, including hit US series "Pawn Stars," "Mountain Men," and "American Restoration."
A+E Networks UK general manager Heather Jones said she has been "campaigning" to launch the channel since she first interviewed for a job at the company three years ago.
During that time, she has seen Turner Broadcasting launch TruTV in August 2014, while Viacom got a UK free-to-air version of Spike live in April last year. Finally, Fox-owned YourTV debuted on Freeview in October 2015.
Asked if A+E Networks was late to the party, Jones told Business Insider: "Of course we would rather have launched five years ago, who wouldn't? I can't do anything about that. All I can do is launch it as well as physically possible."
She added: "I didn't want to have board approval and then go out there and rush it. Some of our competitors have rushed into free-to-air. I wanted to make sure we got the right deal on Freeview and that the content offering is properly thought through.
She said Blaze was the "missing piece" of the A+E Networks jigsaw in the UK, allowing the company to own its programming for its "whole lifecycle."
The channel - which will be available on Freeview slot 83 - will be targeted at a broad audience, but will lean slightly towards men. A+E Networks research showed that female-skewing channels outnumber those aimed at men on Freeview.
A+E Networks
Another of her favourites during the branding process was Uncle, but it was decided that this might be too male-skewing and was too close to UKTV's Freeview channel Dave.
Blaze will launch at 3 p.m. on September 20, broadcasting 24 hours a day. It will also be available online and on Sky, which is managing its advertising sales.
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