UK Bright Ideas was launched on 15 January 2003, the same day as the channel's neighbouring channel on Freeview named FTN, which was broadcasted by Flextech.
On 8 March 2004, all channels started using the UKTV prefix. The 2003 idents were kept, but using the new logo. The channel closed down on 14 October 2007, to make room for Dave on Freeview & UKTV Style +2 on Sky and were replaced with Watch, which launched on 7 October 2008.
UKTV Style +2
2007–2008
After UKTV Bright Ideas closed down, it was replaced by a 2 hour timeshift of UKTV Style, which served as a placeholder and a stop-gap between the closure of UKTV Bright Ideas and the launch of Watch. It would be shut down in September 2008 and replaced by Watch.
February 13, 2012 (continuties only) March 9, 2012 (on-screen)
A new logo was revealed on 23 January 2012, to be launched on 13 February, but only the promos, DOG and ECP changed on that date. The complete launch was moved to 9 March. The rebrand was done by DixonBaxi.
W
2016–2022
SVG NEEDED
On 15 January 2016, UKTV announced that it would overhaul Watch on 15 February, introducing a new brand – W (short for the previous name "Watch") – with a slate of original peak-time dramas, documentaries and lifestyle programming. W air a same day repeat of BBC One's EastEnders, effectively replacing the BBC Three repeat when that channel moved online.
On 28 March 2022, W launched its new look as it became free-to-air, ditching its 2016 logo after 6 years. Their tagline was also updated, now called "Life Unfiltered", to target the audiences for women between ages 25-44.
On 29 November 2023, UKTV announced its intention to launch 'U' - a new masterbrand that would unite its family channels and its streaming.
Launched on 16 July 2024, UKTV's streaming service UKTV Play became U; and its family of free-to-air channel adopted the 'U&...' branding: U&Dave, U&Drama, U&W, and U&Yesterday.
UKTV's pay channels, Gold and Alibi, rebranded to U&Gold and U&Alibi on 7 November, with U&Eden being the first while becoming free-to-air in 16 October.[1]
