[Brekkie]

One of those times you wish you could be a fly on the wall watching the marketing meetings.

Even the usual marketing guff isn't that convincing:

U is the glue that enables us to do this: it means we go to market with a bold, simple and distinctive identity for our streaming service. U makes it easy for people to connect the dots between the streaming service and our family of TV channels - all while keeping hold of each channel's unique personality and fame. This is now a family that's fit for a digital future. It's simple, but still full of personality because it's all about U.

I see Wolff Olins is behind the rebrand - not sure if that means they're behind the whole renaming or just trying to make what UKTV execs have come up with work.

The entertainment market is so awash with confusing and bizarrely named offers, so we wanted to strip back, reduce the noise and present this family of brands in a clear, crisp, singular way. The new 'U' name is a nod to UKTV's heritage, while emphasising that this new viewing experience is all about you. We're excited about creating a bold brand that will stand out but won't get in the way.

Not sure how something can stand out without getting in the way.   Heck though, if it's all about U how long until we can have channels branded personally for each viewer - I'm sure with streamers getting more about personalisation etc. the offering of your own personal TV channel isn't too far away.  



Also see at the end of the marketing piece this rebrand will ultimately extend to the pay TV channels so they'll be U&alibi, U&GOLD, U&eden - so it's not even a case of trying to position the free TV offering differently.    TBH I'm quite surprised they're still in the pay TV market - can't imagine Sky and cable pay that much nowadays for their channels.