[Stuart]

Yes, but people know what iPlayer (BBC), ITVX, Channel 4 is. UKTV Play has always been a bit convoluted, so they're playing catch up

Their goal is to make the link more obvious in terms of navigation for promoting shows

Actually I'm confused as to why C4 changed the name of their streaming service. They've needlessly tinkered before from 4oD to All4. Now I don't know what it is from a pres point of view. Do they mean the channel or the streaming service on promos? Is everything on there, or just programmes from the main channel, because that's the impression they've created with me, and I'm a pres geek.

ITVX has done well because they are the second most popular network on linear TV and have promoted it very well and provided FAST channels. It's now the equivalent of BBC iPlayer as a free service unless you want to pay to dodge ads. They also didn't change the names or brands of their channels to do it.

It don't see UKTV Play as convoluted, and they are not going to make navigation more obvious by having their existing platform renamed. I doubt the change will last very long or become recognised by Joe/Josephine Public. It's not a good move.