UKTV has unveiled a new branding for its portfolio channels that will come into effect next year.
The broadcaster has decided to adopt a new 'U&' master brand for its services which will see its free-to-air channels renamed to U&Dave, U&W, U&Drama and U& Yesterday next summer. The three pay channels in the network will become U&alibi, U&eden and U&Gold at a later date.
Penny Brough, UKTV's chief marketing officer, explained: "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."
At the same time, streaming service UKTV Play will become known simply as U and will be expanded to offer up thousands of hours of free content.
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