DAVE broadcaster UKTV is unifying its channels and free streaming service under a new "masterbrand" next year.
The firm plans to bring together its free to air channels - Dave, Drama, Yesterday and W - as well as its free streaming service UKTV Play with a new central name from summer 2024.
UKTV Play will become known as U.
And the channels will become part of U too, creating U&Dave, U&DRAMA, U&YESTERDAY and U&W.
UKTV's premium channels Alibi, Gold and Eden are set to follow at a later date.
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The move is designed to "strip back" the company's offering in the digital age repositioning itself in a fresh "singular way".
Its new U streaming service will become home to thousands of hours of free content from a raft of genres.
But each channel's offering is not expected to change beyond their current form.
It comes as traditional TV broadcasters fight to stay relevant in the crowded world of streaming led by the likes of Netflix, Disney+ and Amazon Prime.
UKTV - which is part of BBC Studios - has already been boosting its presence with new, free streamed TV channels.
UKTV Play Heroes, UKTV Play Laughs, UKTV Play Full Throttle and UKTV Play Uncovered were made available to millions on Samsung TV Plus and Pluto.
Penny Brough, UKTV’s Chief Marketing Officer, said: "For 30 years, UKTV has had shows that people are passionate about - crime, drama, witty comedy and more - but until now it’s felt disconnected.
"We want to make sure our audiences can enjoy the full value of our free and wonderfully diverse offer, so we’re making it easier for them to navigate.
"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.
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"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."
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