UKTV to become 'U'

It’s easy to get bogged down with “x type of programme should be on this channel” etc but their primary driver will be what gets eyeballs on adverts. They presumably know what programmes work the best on which channels and in which slots.
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That’s true Phil, and of course the same programmes have appeared across multiple UKTV channels numerous times over the years, so quite clearly they are relaxed about blurring the lines between genres and channel themes.

It’s part of why they rebranded all the channels to more “abstract” names a while ago, so a channel like “Yesterday” can get away with programmes about history but also other classic programming. Whereas previously, UKTV History was a much more definitive and limiting identity.
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Although showing repeats would literally be UKTV History.
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variety.com 

At least this move isn't as silly as the rebrand of the Showtime channels as "Paramount+ Showtime"!
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Paramount did show some restraint by only rebranding the main Showtime Channel as Paramount Plus with Showtime. Their other channels like Sho X Bet didn't go silly and become Paramount Plus with Showtime X BET.
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What they need to do in continuity announcements for these new rebrands is keep referring to it as Dave, Yesterday, W etc. and then show the "U&" branding on screen, rather than say the whole name, cus it's such a mouthful. This rebrand really is questionable and a bit silly.
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Feels like an idea dreamt up by some young PR worker who was persuaded his boss to take it seriously
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