UK Arena become UK Drama in March 2000.
New looks and idents for the UKTV channels, created by Lambie-Nairn, were launched on May 8, 2001.
- "UK Drama is exactly what its name suggests; emotionally gripping storytelling. The new identity creates a series of drum 'fanfares', suitable both for 'classic' period drama and more contemporary material. Three drummers perform in unison under suitably dramatic, sometimes startling, lighting effects." - Lambie-Nairn
On March 8, 2004, all UKTV channels were renamed to include the parent company's brand in their names. UK Drama become UKTV Drama.
On October 7, 2008, UKTV's entertainment channels were overhauled. UKTV Gold become G.O.L.D., the general channel Watch was launched and UKTV Drama was rebranded as the crime drama channel Alibi. The tagline for the new channel become "The deadliest place on TV". The new identity was created by Red Bee Media and included four idents from launch.
- "The brand identity is centred around various alibis, using stereotypical crime scene settings, such as the outline of a body, a gunshot shattering a piece of glass and a combination lock on a safe being cracked to reveal fragmented storylines of an alibi." – Red Bee Media press release
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