UKTV has today completed the rollout of its new U Masterbrand with the commercial broadcaster’s pay channels, Gold & Alibi, transitioning to U&GOLD and U&alibi across paid linear and on demand platforms.

The U Masterbrand initially launched in July with UKTV’s family of free-to-air channels becoming U&Dave, U&DRAMA, U&YESTERDAY and U&W, and its free streaming service, formerly UKTV Play, transitioning to U. With Eden having moved free-to-air as U&eden last month, today’s renaming of the pay channels to U&GOLD and U&alibi unites the full UKTV network - pay channels, free-to-air channels, and free streaming service - under the U brand.

Both U&alibi and U&GOLD bring distinct and unique content offerings to the pay channel environment, with U&alibi the only TV channel in the UK dedicated to crime drama, while U&GOLD celebrates the best of British comedy. Last month, UKTV and Sky announced a multi-year extension to their long-standing partnership, securing carriage for the highly popular channels across Sky platforms in the UK and Ireland.

Penny Brough, UKTV’s Chief Marketing Officer, said, “With our free to air portfolio and the U streaming service going from strength to strength under the U Masterbrand, I’m so excited to be bringing the same bold approach, with its warmth and personality, to our pay channels U&GOLD and U&alibi. The roll out of U has involved the work and dedication of our teams across the entire organisation so it’s a real moment to see the full set of channels finally under the U banner, connecting and better leveraging our brands as we continue our transition to a digital first and audience-led business.”

The launch of the U Masterbrand supports UKTV’s ambitious growth strategy, focussed on supercharging its streaming service and growing its linear channels, 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. 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.

UKTV’s Creative team worked in partnership with global brand consultancy Wolff Olins on the design system for the new U visual identity, leading to the creation of over 19,500 assets, now including the new look logos and design systems for U&GOLD and U&alibi.

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For more information please contact:
Yvette Dore, Corporate Communications Manager, UKTV

Notes to Editors

About U&GOLD and U&alibi

U&GOLD celebrates the best of British comedy with classic titles including Only Fools And Horses, Dad’s Army and The Vicar of Dibley alongside U&Originals such as comedy drama Murder They Hope, retrospective documentary Absolutely Fabulous: Inside Out, and forth coming factual entertainment series reuniting Neil Morrissey and Martin Clunes, Neil & Martin’s Bon Voyage.

U&alibi is the only TV channel dedicated to crime drama, offering the best selection of UK premiere hit series and worldwide favourites including CSI: Vegas, So Help Me Todd and Death In Paradise, alongside a growing slate of U&Originals including Annika, Traces, The Red King and upcoming series Mudtown, Mark Gatiss’ Bookish and Chris Lang’s I, Jack Wright.

U&GOLD and U&alibi are available as pay channels in the UK on Sky, Virgin Media & NOW, and in Ireland on Sky, Virgin Media Ireland, Eir, Vodafone & NOW. On demand, they are available in the UK and Ireland on Sky, NOW, and Virgin Media, & also on Eir in Ireland.

About UKTV
UKTV has been at the forefront of branded television for over 30 years, entertaining the nation with programmes they love. Its leading brands – U&Dave, U&DRAMA, U&W, U&YESTERDAY, U&eden, U&GOLD and U&alibi - span comedy, entertainment, natural history, factual and drama, and are delivered to UK viewers through free streaming service U, Sky, Virgin Media, NOW, Freeview, Freesat and Freely; and to Irish viewers through Sky, Virgin Media, Eir, Vodafone and NOW. Channel & content availability varies by platform. UKTV’s content is also available to UK viewers via dedicated FAST channels on Samsung TV Plus, Amazon Freevee, Pluto TV and Virgin Media. UKTV is a significant investor in British creativity and is committed to working with new and established writers, directors and programme-makers. The broadcaster is part of BBC Studios, the UK's most-awarded production company, a world-class distributor with international branded services, and a commercial subsidiary of the world's leading public service broadcaster, the BBC.

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