UKTV today announced its intention to launch ‘U’ next year – a new masterbrand that will unite its family of free-to-air channels and its free streaming service.

Launching in Summer 2024, the move will see its current streaming service UKTV Play transition to U.

Dave, Drama, Yesterday and W will get a new name,

as their parent broadcaster prepares to rebrand, becoming U&Dave, U&DRAMA, U&YESTERDAY and U&W.

UKTV’s three pay TV channels will transition to their new names at a later date, according to the broadcaster. Following the same methodology, it would mean alibi will eventually become U&alibi, Gold becomes U&Gold and factual entertainment channel Eden becomes U&eden.

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.