Dave, Drama, Yesterday and W will get a new name, as their parent broadcaster prepares to rebrand.
- UKTV announces plans to bring services together under new “U” name in 2024.
- Freeview channels and streaming service UKTV Play will be first to change in the summer.
- Pay TV channels including Gold and Alibi to change at a later date.
UKTV’s origins date back to 1992 when UK Gold launched. Then in 1997, UKTV became a multi-channel operator. Originally, the channels were joined up with common ‘UK’ or ‘UKTV’ branding in their names. Since the late 00s, the UKTV brand has taken a back stage, with its channels receiving quirky and unique names, like Dave, alibi and W. However, in recent years, the UKTV brand has returned to the forefront with its streaming service UKTV Play.
From 2024, the branding confusion will be cleared up as UKTV becomes simply ‘U’. The new Masterbrand will sit alongside existing channel names. The rebrand is currently slated to take place in summer 2024.
Here’s how UKTV will rebrand its Freeview and streaming services in the summer:
- Dave becomes U&Dave
- Drama becomes U&Drama
- Yesterday becomes U&Yesterday
- W becomes U&W
- UKTV Play becomes U
The ‘U’ Streaming Service
The U streaming service, created in partnership with brand consultancy Wolff Olins, will become home to thousands of hours of free content from a raft of genres.
Highlights include:
- drama series Annika, Holby City, Madam Secretary, Sister Boniface Mysteries, A Million Little Things,
- comedy series Meet the Richardsons, Red Dwarf, Live at the Apollo, Mock the Week, We Are Not Alone),
- entertainment shows including Big Zuu’s Big Eats, David Mitchell’s Outsiders, QI, Mel Giedroyc: Unforgivable, World’s Most Dangerous Roads,
- factual entertainment shows such as Stacey Dooley Sleeps Over, Masterchef Australia, Katie Piper: Jailhouse Mums, Secrets of the London Underground, Bangers & Cash.
- U will also give viewers access to exclusive shows, originals, premiere acquisitions and programmes from the BBC.
FAST Channels
UKTV has recently launched a range of free streaming-only TV (FAST) channels on platforms including Samsung TV Plus.
The broadcaster confirms it will be launching FAST channels within its own streaming service during the course of 2024.
UKTV rebrand of its pay TV channels
UKTV’s three pay TV channels will transition to their new names at a later date, according to the broadcaster.
That would mean alibi will eventually become U&alibi, Gold becomes U&Gold and factual entertainment channel Eden becomes U&eden.
Corporate comment
Explaining the change, Penny Brough, UKTV’s Chief Marketing Officer, said:
For 30 years, UKTV has had shows that people are passionate about – crime, drama, witty comedy and more – but until now it’s felt disconnected. We want to make sure our audiences can enjoy the full value of our free and wonderfully diverse offer, so we’re making it easier for them to navigate. U is the glue that enables us to do this: it means we go to market with a bold, simple and distinctive identity for our streaming service. U makes it easy for people to connect the dots between the streaming service and our family of TV channels – all while keeping hold of each channel’s unique personality and fame. This is now a family that’s fit for a digital future. It’s simple, but still full of personality because it’s all about U.
David Stevens, Executive Strategy Director at Wolff Olins, said:
“The entertainment market is so awash with confusing and bizarrely named offers, so we wanted to strip back, reduce the noise and present this family of brands in a clear, crisp, singular way. The new ‘U’ name is a nod to UKTV’s heritage, while emphasising that this new viewing experience is all about you. We’re excited about creating a bold brand that will stand out but won’t get in the way. We wanted to unite an eclectic portfolio, but hold onto the personality, and help you to lose yourself in what you love.”
UKTV is owned by BBC Studios, the commercial arm of the BBC. It has set a target to supercharging its linear and streaming services in the coming year.
Marc Thornham