Yesterday

2009 – 2012

Yesterday is a UKTV owned channel. Yesterday launched on 30th October 2002 as UK History, and was rebranded to Yesterday on 2nd March 2009.

2012 – Present

On 24th July 2012 a new look was introduced created by DixonBaxi, as an attempt to make the history-focused channel appeal to a wider and slightly younger audience than its current 45-64-year-old upmarket demographic.Adrian Wills, UKTV's general manager of factual, took the decision to rebrand the channel after noticing the recent introduction of "riskier programmes had helped boost its viewing figures 35% year on year.Wills said: " We want to change the perception that we're just a channel for old people and are looking to do what we did when Dave rebranded from G2, when people saw it through a different lens even though [in that case] the content didn't change that much. You can patronise older people when [choosing and promoting] content but they want to see just as much sex and violence as everyone else. While we're taking on a younger skew we don't want to alienate our existing audience, we want to bring them with us.

Examples of programme promotions from this period