The move comes as UBC's penetration of the Bangkok market reaches saturation point, forcing it to look beyond the capital to grow its subscriber base, currently standing at about 450,000.
It previously positioned itself as being able to expand people's horizons.
This is being replaced by UBC's positioning as a source of information and knowledge for kids. The change is underlined in a DY&R-developed campaign, which features children with a small UBC satellite dish attached to their head.
DY&R executive strategic planning director WorawutWarakarn said: "The idea was to show that these kids are smarter, wiser, faster and more well-rounded and balanced compared with children who don't have access to UBC."
The campaign's tagline is 'Open the new world of learning. Open UBC to life.'
Worawut said the positioning shift was due to the fact that the tastes of viewers in smaller cities and towns and rural areas were different compared with Bangkok.
"Outside Bangkok, there isn't as strong a demand for 24-hour international news or fashion shows, so it would be difficult to get people to part with 1,300 baht (US$33) a month for a premium channel package.
"In order to get people to subscribe, the UBC campaign conveys the message that this is a 'must-have' channel which will help their children with their education."
The targets of the campaign are households with a monthly income of 30,000 baht.
Worawut added that UBC has been gradually introducing new programming that would enhance its core value proposition.
A series of different ads are running on UBC channels, its website, newspapers and high-end lifestyle magazines.
The next phase of the campaign is more tactical.
"Part one is a branding campaign. After that, we will focus on content - the educational and edutainment programmes."