UK broadcaster UKTV is to launch its new master brand U on July 16.

The master brand will unite UKTV’s free-to-air channels becoming U&Dave, U&Drama, U&Yesterday and U&W. Its free streaming service will transition from UKTV Play to U.


UKTV announces launch date for ‘U’ master brand

U will be home to almost 8,500 hours of free content, comprising new programming, originals and acquisitions.

This includes the new original comedy reality gameshow Battle in the Box, hosted by Jimmy Carr, based on a hit Korean format, and the second series of Whitstable Pearl which will be available as a boxset on U from July 16 before launching on U&Drama.

Also available will be series one to seven of American action crime drama Sons of Anarchy and the UK premiere of Orlando Bloom: To the Edge which follows the actor undertaking three extreme sports.

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Last year, UKTV announced the launch of four free ad-supported streaming TV (FAST) channels on Samsung TV Plus, Amazon Freevee and Pluto TV, which marked the broadcaster’s debut in the FAST market. The channels also launched on Virgin earlier this year.

As part of the new master brand, UKTV’s FAST channels will be rebranded, with UKTV Play Heroes becoming U&Real Heroes; UKTV Play Laughs will move to U&Laughs; UKTV Play Full Throttle will transition to U&Transport; and UKTV Play Uncovered will be known as U&The Past.

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.”

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