British television broadcaster UKTV has finalized its rebranding of several linear television channels in the country.
The refresh — which UKTV refers to as “Masterbrand” — started in July when the broadcaster began adding “U&” to the front of several of its linear channels, thereby rebranding them to U&Dave, U&Drama, U&W and U&Yesterday.
That left three other channels that carried their legacy identities until this month, when the networks were rerbranded to U&Alibi, U&Gold and U&Eden.
“With our free-to-air portfolio and the U streaming service going from strength to strength under the U Masterbrand, I’m so excited to be bringing the same bold approach, with its warmth and personality, to our pay channels U&Gold and U&Alibi,” Penny Brough, the Chief Marketing Officer at UKTV, said in a statement. “The rollout of U has involved the work and dedication of our teams across the entire organization, so it’s a real moment to see the full set of channels finally under the U banner, connecting and better leveraging our brands as we continue our transition to a digital first and audience-led business.”
The refresh is part of a broader strategy to synergize UKTV’s linear channels and streaming platforms under a common identity. It follows a similar move by Channel 4 — which rebranded its streaming platform and broadcast network under a common name — and Paramount Global has affirmed plans to do the same with Channel 5 in the coming months.
