UKTV, a BBC Studios-owned commercial broadcaster, has announced that its new masterbrand, U, will launch on July 16. The masterbrand will consolidate UKTV’s free-to-air channels, resulting in the formation of U&Yesterday, U&Dave, U&Drama, and U&W.
Currently known as UKTV Play, the operator has confirmed that its free streaming service will undergo a transition to become U. With nearly 8,500 hours available this shift will accompany a substantial increase in programming, representing a rise of approximately 1,500 hours since the beginning of the year.
Penny Brough, chief marketing officer of UKTV, said, “The launch of U on 16th July is an important step for UKTV, defining our age of transformation. U will present our viewers with an extraordinary range of free quality content, allowing them to connect the dots between the streaming service and our family of TV channels.”
Initially announced in November 2023, UKTV has stated that the decision was motivated by a desire to enhance connectivity and maximize the potential of brands within UKTV’s portfolio. This initiative aligns with the company’s strategy to streamline user experience across online and on-air platforms.
Coinciding with the launch the upcoming content roster features a variety of programming, such as the second season of the crime drama “Whitstable Pearl,” the reality game show “Battle in the Box,” the popular American action crime series “Sons of Anarchy,” and the Disney Entertainment biopic series “Mike.”
Furthermore, across its platform, UKTV has announced plans to introduce new original titles, including the detective series “Bergerac” and the second series of Robert Thorogood’s “The Marlow Murder Club.” Additionally, returning series such as “World’s Most Dangerous Roads” and “Willis: Delivering Babies” are among the lineup of new content.
Notably, UKTV’s FAST channels initially introduced on platforms such as Samsung TV Plus, Amazon Freevee, Pluto TV, and Virgin, are set to undergo rebranding. UKTV Play Laughs will transform into U&Laughs, UKTV Play Heroes will be renamed U&Real Heroes, UKTV Play Uncovered will adopt the name U&The Past, and UKTV Play Full Throttle will shift to U&Transport.
Andrea Amey, chief digital officer of UKTV, said, “U will be home to almost 8,500 hours of free content, comprising new programming, exclusive shows, award-winning originals and premiere acquisitions. We can’t wait to give our viewers even more choice and a service that is easy to navigate, so they can enjoy our free and varied offering.”