UKTV has launched a new masterbrand called U, which brings together its paid-for channels and free streaming services under one umbrella service.
Set to be unveiled in 2024, global brand consultancy Wolff Olins is working alongside UKTV’s in-house creative team on a suite of assets for the brand, with the streaming service set to host thousands of hours of free content from a raft of genres.
It will feature dramas like Holby City and A Million Little Things, comedies such as Live At the Apollo and Mock the Week, as well as entertainment programmes like QI, and factual entertainment such as Stacey Dooley Sleeps and Secrets of the London Underground.
The move comes as part of UKTV’s wider growth strategy, which is focused on supercharging its streaming service and growing its linear channels. It builds on its existing popularity to grow views by 69% since the start of the year.
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“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 UKTV chief marketing officer Penny Brough.
“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.”
Wolff Olins UKTV executive strategy director David Stevens added: “The entertainment industry 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 and 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 to love.”
