[Kunst]

Not great, is it? I certainly can't imagine anyone using the names like "U&Yesterday".

I can see why they're trying to do something. The UKTV brand was pretty well known originally in the days of UK Gold, UK Style and so on. But then when they moved on to individual channel brands it meant that some like Dave became incredibly successful while others like W were less so, but the UKTV branding itself fell into the background. In this age when broadcasters are trying to push their streaming services I can understand the attempt to make that overarching brand more prominent.

But I'm not so sure "U" is a good idea. I like the channels so good luck to them, I hope it does well, but I feel it somehow manages to both be quite bizzare and at the same time quite forgettable.

Why are many UK channels so obsessed about having the corporate name in the channel name? In the case of Sky and a few others, I'm OK with that, but not everything has to become standardized!

Many American channels (for instance) live easily without that and have an established identity while retaining corporate and cross promotions when needed; I think UKTV channels already pushes UKTV quite a bit.
Think of Syfy, MTV, Comedy Central, Cartoon Network and a few others
There's no need to rebrand everything to "UKTV"; certainly not worth it losing the individual identity of each channel, at least for me

And certainly not for U& (?)