U: UKTV REBRANDS STREAMING SERVICE AND FREE-TO-AIR CHANNELS

The move sees its current streaming service UKTV Play transition to U and UKTV’s family of free-to-air channels will become U&Dave, U&DRAMA, U&YESTERDAY and U&W.

To kick off the launch, UKTV has teamed up with legendary singer Cher for an advert that celebrates the wealth of free quality content on the U streaming service, promising its viewers they can lose themselves in what they love, “whatever you want to watch, we’ve got U”. 

In a creative twist, the global superstar is travelling through some of Britain’s best-loved shows on U, performing a new rendition of the iconic song, I Got You Babe, which was recorded especially for the launch of U. 

UKTV has an ambitious growth strategy, focussed on supercharging its streaming service and growing its linear channels. A key driver of this is connecting and better leveraging the brands within UKTV’s estate.

The launch of this new masterbrand supports this strategy by making it easier for users to navigate both online and on-air, as well as creating a halo effect in brand marketing across the portfolio and ultimately building equity into a more unified family of brands.

The simplicity of the new U brand architecture also retains the names and equity of the existing channel brands that are well-known and loved across the UK.

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.”

Alongside viewer favourites, audiences will be able to benefit from new programming around launch, including: Brand new original comedy reality gameshow Battle in the Box (8x60’) on U and U&Dave, hosted by Jimmy Carr. Based on a hit Korean format, pairs of comics and celebrities will battle it out for pride, prizes and most importantly, floorspace, in this comedy entertainment and reality hybrid.

Second series of Whitstable Pearl (6 x45’) will be available as a boxset on U from 16th July before launching on U&DRAMA. The crime drama returns for a new season, following series one record ratings. Pearl Nolan (Kerry Godliman), single mother of a grown son, is a private detective who runs the Whitstable Pearl, a seafood restaurant in the coastal town of Whitstable.

Series one to seven of Sons of Anarchy (92x60’) the hit American action crime drama, created by Kurt Sutter for FX, starring Charlie Hunnam will launch on U alongside the UK premiere of Orlando Bloom: To the Edge (3x120’) which follows actor and adventure enthusiast Orlando Bloom embark on a physical, mental and spiritual journey of self-discovery as he undertakes three extreme sports to push himself to the edge of what’s possible. Both shows will premiere on U before airing on U&Dave later in the year. 

Earlier in the year, UKTV announced that it had licensed Mike (8x30’) from Disney Entertainment, which follows the dynamic and controversial story of Mike Tyson. The eight-episode limited series explores the tumultuous ups and downs of Tyson's boxing career and personal life - from being a beloved global athlete to a pariah and back again, and will stream on U, and air later in the year on U&Dave

Other new programming includes SisterS, which sees two women, one from Canada and the other from Ireland discover they are half-sisters and embark on a road trip to find their alcoholic father, and FTA premiere of American scripted comedy sci-fi show Future Man (starring Josh Hutcherson and Seth Rogan).

A record tenth series of Bangers & Cash (15x60’) on U and U&YESTERDAY following the Mathewson’s family-run historic car auction business in Yorkshire. One of U&YESTERDAY’s most popular shows, it has spawned a live event – Bangers & Cash Live, with over 15,000 people expected to attend in August.

A second series of Robert Thorogood’s The Marlow Murder Club (6x60’) following the best ever series premiere of the last decade for series one, will launch early next year on U and U&DRAMA.  Filming of the next chapter commenced in picturesque Marlow this week, and saw the reunion of Samantha Bond (Judith Potts), Jo Martin (Suzie Harris), Cara Horgan (Becks Starling) and Natalie Dew (DCI Tanika Malik).

A re-imagining of Bergerac (6x60’) which sees Detective Jim Bergerac return to the iconic setting of Jersey in the new series, written by Toby Whithouse, will air in 2025 on U and U&DRAMA.

Outrageous (6x60’) is the true story of six sisters who refused to play by the rules and whose often-scandalous lives made headlines around the world. Set against the gathering storm clouds of the 1930s, Outrageous will bring the full, uncensored story of the Mitford sisters to the screen for the first time in 2025 (U and U&DRAMA).

U and U&W will be joined by a fourth series of Emma Willis: Delivering Babies (6x60’) plus new true crime shows including Back From The Dead : Who Kidnapped Me? (3x60’) and Lies, Deceit & Betrayal (6x60’).

UKTV’s pay channels Alibi, Gold and Eden will transition to U&alibi, U&GOLD, U&eden at a later date, uniting the full network under the U brand.