MTM carried out a large-scale deprivation study for UKTV to explore the value of its channels in the current TV landscape. Viewers within 60 households completed a diary before being deprived of UKTV channels and then we interviewed them about their experiences. A series of surveys followed this exercise, quantifying the value of these channels across the audience. The project delivered a comprehensive understanding of viewers’ channel relationships, viewing mindsets and need-states, providing compelling evidence to support carriage-deal negotiations.