Pay-TV company UKTV is to launch the Blighty channel, a rebrand of UKTV People, next month as an “unashamed” celebration of all things British.

UKTV said Blighty was aimed primarily at young couples in their 30s and 40s who are “interested in reconnecting with the country they live in and will also attract anyone who is secretly proud of Britain’s landscape, heritage, music, sense of humour, or who loves the eccentricity of the British themselves”.

Blighty will be marketed on-air and off-air using the strapline “One nation under a channel”. A complementary website, www.loveblighty.co.uk, will launch on the same day as the channel.

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