[Spencer]

I'm not sure I buy the argument that they need to prove they're "moving on from TV" by dropping the TV part of the name. Up-start competitors in the same space include Pluto TV and Freevee... it's still TV programming they show and the primary mode of viewing is on a TV set, just because they want to emphasise their non-linear broadcasting offer doesn't make their offer any less "TV" than it always has been.

Just feels straight up clumsy to me.

I appreciate the problem they have though, that by creating a dozen unique identities they now have a struggle getting brand recognition on a service which unifies them. A smarter solution would have just been to strap 'UK' on to the front of each, IMHO.

The trouble with adding UK (as they had before) is you can't copyright the name of a country, so someone else could potentially launch their own 'UK xxxx' channel or channels, making them sound to the casual viewer like they're part of UKTV, and potentially damage their reputation. I always presumed that was why they added the full UKTV prefix to channels back in 2004.