SALT LAKE CITY — Utah’s PBS affiliate KUED will shed its four-letter name and rebrand to PBS Utah later this month.
The station is the only PBS affiliate in Utah and the rebrand is meant, in part, to reinforce that, according to a news release from the station.
“Through our new name, we are becoming who we’ve always been – PBS for all of Utah,” KUED Director of Marketing and Community Relations Johanna Hamilton said in the release. “This is an exciting change that makes it clear who we are and what we do, and aligns us closer with a trusted and respected national institution.”
KUED’s rebranding will coincide with PBS’s brand update, which launched Monday. The network’s makeover included an updated logo, color palette and graphics.
“By aligning with the national brand, (KUED) can contribute to the impact and sustainability of PBS in the long term. Not only does the rebrand strengthen the station’s connection to PBS, but also the state it serves,” the release said.
KUED believes the station’s new name will increase the station’s visibility and help differentiate it from other TV and radio stations in Utah.
“With competition for viewer time increasing, the station is adapting to appeal to new audiences while continuing to engage existing viewers,” the release said.
News of KUED’s name change comes on a day when another major local media shift was announced. The Salt Lake Tribune on Monday announced that federal authorities have approved its request to become a nonprofit organization.