The Radio Times shares what's worth watching

In a world of streaming services, the doomscroll through endless entertainment options can waste valuable watch time. In response to changing audience habits and to help viewers decide what to watch, Radio Times has launched its first major brand campaign in 20 years. 

The work aims to change perceptions of the Radio Times and draw attention to the brand’s app, which provides watch recommendations. Created with the help of Why Projects, the campaign is centered around the creative proposition; ‘What’s Worth Watching.’

At the heart of the campaign, a film depicts the familiar scenario of sitting down to watch TV with a partner and getting stuck in the endless options. A time-lapse shows the couple as they scroll through the services as the man ages and his partner pops out a baby before they settle on a show. The twilight-zone style storytelling parodies a nightly routine for many, pointing audiences to the Radio Times app for a quicker decision process. 

Positioning the Radio Times as an authority in recommendation, the campaign is reflective of a proliferated media landscape where audiences are overwhelmed by choice.  

Across Radio Times' three core target audiences, people repeatedly reported spending excessive amounts of time searching for something to watch.

“With so much choice across so many platforms, Radio Times’ role has never been more important: helping audiences cut through the noise and find what’s truly worth watching. This campaign brings that purpose to life in a bold, entertaining way, while showing how the brand continues to evolve for today’s viewers,” explained Sophie Tudor, Head of Marketing at Radio Times.

The campaign will run across TV and on ITVX for the next six weeks. Media planning and buying managed by December19.

The campaign follows a new brand identity and look for the Radio Times, which features a contemporary logotype and compact RT digital icon by Rob Clarke. The campaign is also supported by a brand lift study to measure whether exposure to the advert changes how audiences perceive the brand, helping to inform future marketing investment.

A double-page feature in the Radio Times magazine goes behind the scenes of the production of the campaign.

Helping audiences stop the scroll, the campaign positions the Radio Times as a shortcut to better entertainment.