MUMBAI: English business news channel Bloomberg UTV will be shedding the UTV brand name from 13 August, giving it an identity that is known across the world as a news brand.

The channel will be called Bloomberg TV, getting rid of a popular entertainment brand name in India.

Confirming the name change, Bloomberg UTV head Sriram Kilambi said, “UTV is an entertainment brand. We were thinking of renaming this channel since quite some time now as it should have a more serious name to it. Hence, we have renamed it to Bloomberg TV.”

The latest campaigns of Bloomberg UTV, created by Triton Communications, also have ‘U’ in the brand name greyed.