Knowledge Network gets a makeover

BC's pubcaster is rebranded with a fresh, modern look, an amplified kids daytime sked, and a call to viewers to pass Knowledge on.

Knowledge Network, BC’s public educational broadcaster, has undergone a rebranding that includes dropping the ‘Network’ from its name.

The net has also made changes to its programming. Children’s shows will now dominate the day, from 6 am to 6 pm. The evening schedule will feature programs devoted to arts, culture, drama and history.

The relaunch, which was handled by Vancouver-based Rethink Communications, also includes on-air graphics and station IDs urging viewers to spread the word about the network through the ‘Pass it on’ message. The spots feature people spreading knowledge in various situations, including an art gallery employee who is corrected after placing a sculpture sideways and a man at a gym who is set straight after using a piece of equipment the wrong way.

Other aspects of the rebranding include new animated characters to promote Knowledge Kids, stationery, on-site signage and a bi-monthly program guide.

Knowledge became a Crown corporation in July and reaches one in four British Columbians, with a weekly reach of 1.2 million viewers. It’s consistently number one in weekly audience ratings for children’s programming in B.C.