UKTV has revealed plans to launch a new masterbrand in Summer 2024 that will unite its family of free-to-air channels and its free streaming service.
U, as it will be called, will see its current streaming service UKTV Play transition to U and UKTV’s family of free-to-air channels will become U&Dave, U&DRAMA, U&YESTERDAY and U&W.
Speaking about the move, 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,” Brough added. “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.”
According to the broadcaster, the launch of the new masterbrand supports its growth strategy by making it easier for users to navigate both online and on-air, as well as creating a “halo effect” in brand marketing across the portfolio.
UKTV’s pay channels Alibi, Gold and Eden will transition to U&alibi, U&GOLD, U&eden at a later date, it added.
