To give female-driven brands better access to their target market, Blue Ant Media has rebranded Bite TV as Makeful, a lifestyle specialty channel that will replace its predecessor’s more quirky programming sked with one that focuses on the maker community and the creation of handmade goods.

“[We] found that with Makeful, we had an incredible opportunity to reach out to a unique, underserved audience,” says Sarah Etherden, director, corporate communications at Blue Ant Media.

Bite TV, which launched in 2005 as a comedy channel, targeted a men in the 18-to-49 demo. The channel underwent a less drastic rebranding in March 2013.

The transition from Bite to Makeful has been in play for over a year now with the channel’s target audience identified as women who are craft enthusiasts in the 25 to 44 range. That audience is passionate about decor and craft and is inspired by sites like Pinterest and Etsy, says Etherden.

The media co points to Canada’s 5.2 million engaged crafters and wants to serve up quality content to cater to the passionate craft interests of that group, which currently has no television channel catering to its niche interests.

Marketers looking to access this demo can avail of cross-promotional opportunities and customize their brands alongside Makeful’s programming.

Makeful will feature makers who share tips about their process and inspire viewers to make their own goods through Makeful’s design, style DIY and food programming. There will also be new skill learning opportunities through BeMakeful.com, its digital and social platforms.

The rebrand will take place on Monday on television with an official rollout across all platforms scheduled for the fall.