New PBS UK channel will be promoted as "where television matters"

PBS UK, launching Nov. 1 in Great Britain, has hired the Braben firm to handle public relations and boost brand awareness, "as it looks to target ‘upmarket adults’ under the banner ‘where television matters,'" reports PR Week. "Our job is to make the channel famous," said Braben Director James Matheson. "We will position the channel as a British curator of American content and help it gain the trust and reputation that it enjoys in America."