UKTV has announced a major rebrand that will see its entire network of channels and streaming services unified under a new identity: “U”. The change, which begins rolling out in 2024, is designed to bring together the broadcaster’s wide range of content under a single, more recognisable brand.

As part of this move, popular free-to-air channels such as Dave, Drama, Yesterday and W will be renamed with a new prefix, becoming U&Dave, U&Drama, U&Yesterday and U&W. At the same time, the existing UKTV Play streaming platform will also be rebranded simply as “U”, aligning the on-demand service with the linear TV channels.

The aim of the rebrand is to simplify UKTV’s offering and make it easier for viewers to navigate between live TV and streaming content. According to UKTV, the new “U” identity will act as a unifying layer across its platforms, while still allowing each channel to retain its own personality and focus.

📺 A Brief History of UKTV Channels

UKTV itself has a long history in British television, dating back to the early 1990s as a joint venture involving the BBC. Many of its channels were originally built around archive content, particularly classic BBC and ITV programmes.

One of the earliest and most recognisable channels was UK Gold (now U&Gold), launched in 1992 and focused on classic British comedy and entertainment. Over time, the network expanded, introducing a range of themed channels covering drama, factual programming, lifestyle content and comedy.

In the early 2000s, UKTV began moving away from generic naming, rebranding channels to give them clearer identities. For example, UKTV History eventually became Yesterday, while UKTV Drama evolved into what is now known as Alibi, focusing specifically on crime drama.

Perhaps the most famous rebrand came in 2007 with the launch of Dave, a channel built around comedy and entertainment that quickly became one of the most popular digital channels in the UK.

📡 Why the “U” Rebrand?

The new “U” masterbrand reflects how viewing habits have changed. With more people watching content via apps and streaming services rather than traditional linear TV, UKTV wants a clearer, unified identity across all platforms.

The rebrand is not expected to change channel numbers or programming — meaning viewers will still find the same shows in the same places, just under new names.

Following the initial rollout on free-to-air channels in 2024, UKTV has also confirmed that its pay TV channels, including Gold and Alibi, will adopt the same branding, becoming U&Gold and U&Alibi.

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.