Sky and Virgin Media TV customers warned 'major overhaul' starts from today

A major overhaul is being made to SIX popular paid channels on Sky and Virgin Media - from TODAY. As we head towards Christmas, Sky TV customers and those who've subscribed and signed up to Virgin Media are among those affected.

UKTV has today completed the rollout of its new U Masterbrand with the commercial broadcaster’s pay channels, Gold & Alibi, transitioning to U&GOLD and U&alibi across paid linear and on demand platforms, the entertainment giant said.

Gold and Alibi are now known as U&Gold and U&Alibi. Channel numbers are staying the same on both Sky and Virgin Media, but the changes will hit each channel's standard definition and high definition versions, as well as the +1 time shift.

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The U Masterbrand initially launched in July with UKTV’s family of free-to-air channels becoming U&Dave, U&DRAMA, U&YESTERDAY and U&W, and its free streaming service, formerly UKTV Play, transitioning to U, the company has gone on to explain.

With Eden having moved free-to-air as U&eden last month, today’s renaming of the pay channels to U&GOLD and U&alibi unites the full UKTV network - pay channels, free-to-air channels, and free streaming service - under the U brand.

Penny Brough, UKTV’s Chief Marketing Officer, said in a statement: “With our free to air portfolio and the U streaming service going from strength to strength under the U Masterbrand, I’m so excited to be bringing the same bold approach, with its warmth and personality, to our pay channels U&GOLD and U&alibi."

Its leading brands – U&Dave, U&DRAMA, U&W, U&YESTERDAY, U&eden, U&GOLD and U&alibi - span comedy, entertainment, natural history, factual and drama, and are delivered to UK viewers through free streaming service U, Sky, Virgin Media, NOW, Freeview, Freesat and Freely.

Penny said: "The roll out of U has involved the work and dedication of our teams across the entire organisation so it’s a real moment to see the full set of channels finally under the U banner, connecting and better leveraging our brands as we continue our transition to a digital first and audience-led business.”