Your browser is out-of-date!

Update your browser to view this website correctly. Update my browser now


UKTV to launch new masterbrand next month

The masterbrand will unite the broadcaster's content, enabling greater ease of use, said UKTV

UKTV has announced that it’s new masterbrand, U, will be launched on 16th July.

The masterbrand aims to support UKTV’s growth strategy by leveraging the brands within the company’s estate, simplifying the brand architecture and enabling users to more easily navigate both online and on-air content.

Under the masterbrand, which was initially announced in November last year, the free streaming service UKTV Play will become known as U, while its family of free-to-air channels will be united, becoming U&Dave, U&DRAMA, U&YESTERDAY and U&W.

UKTV launched four FAST channels on Samsung TV Plus, Amazon Freevee and Pluto TV last year, marking the broadcaster’s debut in the market. The channels were further rolled out on Virgin earlier this year. As part of the masterbrand, UKTV Play Heroes will become U&Real Heroes; UKTV Play Laughs will be known as U&Laughs; UKTV Play Full Throttle will become U&Transport and UKTV Play Uncovered will be U&The Past, said the company.

Penny Brough, chief marketing officer at UKTV, said, “The launch of U on 16th July is an important step for UKTV, defining our age of transformation. U will present our viewers with an extraordinary range of free quality content, allowing them to connect the dots between the streaming service and our family of TV channels.”