UKTV name returns on screen

UKTV has confirmed it will be putting “UKTV” back into its on-screen branding. UKTV dropped its name from each of its 10 TV channels in 2008 and relaunched each with a distinct name.

A two-year rebrand programme, led by current Channel 4 chief executive David Abraham, saw the channels given names such as Dave, Eden and Yesterday.

The company, a joint venture between BBC Worldwide and US media firm Scripps, is now aiming to reintroduce the UKTV brand as an “emblem of quality and creativity” to highlight the range of its portfolio. A strapline of “Imagine More” will also be introduced when the new brand is launched on March 26th.

Darren Childs, chief executive of UKTV said that while the company operated more TV channels than household names like ITV, the BBC and Discovery, “people often don’t know we are behind the range of channels that we are”.

“We are not going all the way back to how it was, this is an evolution,” he said. “Sometimes you don’t get the credit as a company when each channel is perceived as a standalone brand. This will be a more visible mechanism to tie our channels together, like a kitemark.”

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