UKTV is uniting its free-to-air TV channels and its streaming service under one master brand, the company said Wednesday. The new master brand will launch this summer and will see streaming service UKTV Play transition to U, while UKTV’s family of free-to-air channels will become U&Dave, U&Drama, U&Yesterday and U&W.

“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,” said Penny Brough, UKTV’s chief marketing officer, in a statement. “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.”

The U streaming service, created in partnership with global brand consultancy Wolff Olins, will become home to thousands of hours of free content from a raft 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).

“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,” said David Stevens, executive strategy director at Wolff Olins, also in a statement. “The new ‘U’ name is a nod to UKTV’s heritage, while emphasizing 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 also will place its pay-TV channels – Alibi, Gold and Eden – into the new branding structure and roll those out at a later date.

By uniting all of its channels, streaming services and soon-to-launch FAST channels under one umbrella brand, UKTV hopes to build more equity among viewers as it pushes toward growth, the company said.

Tags: rebrand uktv wolff olins


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