UKTV are set to rename popular channels Gold, Dave and others under a huge rebranding.
It was announced on Wednesday morning the brand is renaming all TV channels in "a new master-brand" that will unite its family of free-to-air channels and its free streaming service. The new names will come into action in summer 2024 and the move will see current streaming service UKTV Play transition to U.
Meanwhile, the free-to-air channels will become U&Dave, U&DRAMA, U&YESTERDAY and U&W. UKTV’s paid-for channels Alibi, Gold and Eden are set to transition to U&alibi, U&GOLD, U&eden at a later date.
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."
The U streaming service will be home to multiple well-known programmes such as Holby City, Red Dwarf, Mock The Week, Masterchef and Live at the Apollo. 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." However, some people aren't sure about the new branding.
TV critic and broadcaster Scott Bryan tweeted: "An utterly bizarre idea. UKTV is to rebrand its channels to unite them and push their streaming service. So channels are going to be called: U&DAVE U&GOLD U&W."
While a member of the public said: "UKTV's branding for the last 15 or so years has been a rollercoaster, GOLD standing for "Go On Laugh Daily" has been a particular highlight of mine."
"U&DAVE sound like a duo that don’t make it past the first round on X Factor then go viral for their subsequent argument with Simon Cowell," another joked.
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