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NBCUniversal rebrands flagship UK channel

NBCUniversal has renamed its flagship UK entertainment service Universal Channel as Universal TV with refreshed branding.

The new look for the UK channel debuts today, with South Africa to follow on May 10.

Universal TV will roll out in in Australia, Germany, Latin America and Brazil in the coming months. The rebrand, which spans linear, digital and social platforms, encompasses including a new logo, typeface and fresh colour palette.

The brand refresh was developed via a collaboration between NBCUniversal International Networks’ central marketing team, creative agency Red Bee – which established the brand positioning, brand logo and creative concept – and brand consultant Lee Hunt. Other elements were provided by Dalton Maag, Future Deluxe and Zelig Sound.

NBCUniversal said that, in the UK, latest acquisitions The Resident, Gone and The Disappearance, have generated outstanding results for the brand in the previous weeks. Gone ranked as the top-rated premiere on the channel since Sleepy Hollow in 2013.

“Universal TV’s reinvigorated identity best positions our flagship brand into the future as a relevant, compelling destination for fans of character-driven programming,” commented Lee Raftery, chief marketing and content officer and managing director UK and emerging Markets, NBCUniversal International.

“In making this latest investment in Universal – combined with the raft of top-quality shows we have recently acquired – we’re reinforcing our commitment to delivering a must-watch destination for affiliate partners and viewers, alike.”