The broadcaster will also make the channel available on its video on demand service UKTV Play, aiming to increase the footprint of W and its programme offering.

Upon its launch, viewers will be able to access many hit UKTV Originals, plus brand new upcoming series Alex Jones: Making Babies, Rochelle Humes: Interior Designer in the Making, Nurses on the Ward and Dating With My Mates, and new series of Stacey Dooley Sleeps Over, MasterChef USA, Australia and Canada, and Inside the Ambulance.

W's channel director, Adam Collings, said: “We are thoroughly delighted to be bringing W's brilliant original content featuring some of the best-known talent in the UK alongside heroes of everyday society, to a much wider audience wherever they want to watch or stream.

“We're looking forward to showcasing the genuine human moments embodying W's new mantra 'Life Unfiltered' and can't wait to share W's rich mix of shows filled with joy, tears and laughter with our new a free-to-air audience.”

Coinciding with the launch, UKTV unveiled fresh branding for W as “the home of genuine human moments,” under the tagline “Life Unfiltered.”

The new idents, showing relatable human moments, were created to resonate with the channel’s core female skewing target audience aged 25-44.

The branding features a vibrant and organic colour palette, with real world textures to create a natural and tactile look and feel.

W's Head of Marketing, Nick Gilmer, said: “W prides itself on shining a light on the real lives and experiences of our audience. With an unrivalled line-up of popular talent, W brings to life the stories of Britain's everyday heroes through the best real-life factual shows on TV.

“The new branding perfectly captures what it is to live Life Unfiltered. W's new identity will enable new and existing viewers to immediately understand the channel's content offering and the emotional response they will feel when they watch W and its shows on TV or on UKTV Play.”

W Channel will launch on Monday 28^th March in Freeview slot 25.