UKTV is to rebrand its channels under the umbrella name of U.
From Summer 2024 streaming service UKTV Play will transition to U and UKTV’s family of free-to-air channels will become U&Dave, U&DRAMA, U&YESTERDAY and U&W. The channels are owned and operated by the BBC’s commercial arm BBC Studios.
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.”
The channels had previously been given the UKTV tag, and before that UK, but this was dropped in 2008 following the successful launch of Dave.
The new U visual identity and brand architecture is set to be unveiled in 2024. Wolff Olins is working alongside UKTV’s own in-house Creative team on a suite of assets for the rebrand, which will simultaneously launch across UKTV’s free-to-air channels and its streaming service next year.
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 Play has increased views by 69% since the start of the year (Jan-Aug) and will add FAST channels during 2024. It already features several thousand hours of free content across a variety of genres, including: drama (Annika, Holby City, Madam Secretary, Sister Boniface Mysteries, A Million Little Things), comedy(Meet the Richardsons, Red Dwarf, Live at the Apollo, Mock the Week, We Are Not Alone), entertainment (Big Zuu’s Big Eats, David Mitchell’s Outsiders, QI, Mel Giedroyc: Unforgivable, World’s Most Dangerous Roads), and factual entertainment (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, award-winning originals, premiere acquisitions and iconic programmes from the BBC.
UKTV’s pay channels Alibi, Gold and Eden will transition to U&alibi, U&GOLD, U&eden at a later date, uniting the full network under the U brand.
