UKTV Play, the advert-funded streaming app from the BBC’s commercial arm, is being rebranded from next month.
The broadcaster is launching a new masterbrand which will see the app renamed ‘U’ and the names of its linear channels, which includes popular Freeview channels Dave, Yesterday and Drama, prefaced by ‘U&’.
Plans for the rebranding were first revealed late last year and bosses at the broadcaster have now confirmed that viewers will see the change onscreen from July 16th.
Penny Brough, Chief Marketing Officer at 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.”
Andrea Amey, Chief Digital Officer, added: “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.”