UKTV Unites Brands Under U

UKTV is planning to unite its bouquet of free-to-air channels and free streaming service under the new masterbrand U.

Taking effect in summer 2024, the move will see its current streaming service UKTV Play transition to U and UKTV’s free-to-air channels will become U&Dave, U&DRAMA, U&YESTERDAY and U&W.

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). U will also give viewers access to exclusive shows, originals, acquisitions and programs from the BBC.

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. 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.”

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 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.”