Sky is looking to ‘de-pink’ Sky Living over the next few months via a revamp designed to attract more male viewers.

Director Antonia Hurford-Jones told Edinburgh she was overhauling the channel and that the new identity would start to become apparent next month.

“My feeling on joining Sky Living a year ago was that it was a little bit too niche in terms of subject matter,” she said.

The pay-TV channel airs series including Fat: The Fight Of My Life, Four Weddings UK, Britain & Ireland’s Next Top Model and recently ordered Naomi Campbell-fronted fashion competition The Face.

“We keep being told that women like watching television with their partners. They don’t want to sit alone in their pink, fluffy bedroom watching shows on their own. Shared viewing is extremely important,” she added.

Its latest raft of US acquisitions, such as Elementary, The Blacklist and NBC co-pro Dracula, will help shift the demographic, as could a forthcoming comedy from The Thick Of It and Peep Show writer Simon Blackwell.

Trying Again is an 8 x 30-minute comedy starring Chris Addison and produced by Avalon Television about a couple trying to get over an affair.

“I wouldn’t do anything that was exclusively male-skewed, but pretty much everything else is fair game,” said Hurford-Jones.

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