New look Sky Living

Sky1, Living and Atlantic all show content from "either side of the Atlantic". Sky Atlantic's name has lost it meaning now with British shows. I don't think Sky Living and Atlantic should have launched in the first place: If I was a board member of Sky back in 2011 I would have suggested the following:

Sky1 : US entertainment
Sky2 : UK and US Drama (Sky Atlantic)
Sky3 : Would be taken off freeview and take on Living's programming and host Sky's homegrown comedy's such as Trollied.

They had to call it something, and Sky Atlantic was probably the best option. It should not be seen as a functional name, but was selected to sound sophisticated and be future-proof as the channel develops over time. "The ocean that unites us" is just a nice explanation, and may be a post-rationalisation. They might as well have called it something like "Sky Signature", but I like "Atlantic" because of its ambiguity and versatility.

Some more on the naming here:
http://dennytu.wordpress.com/2011/02/02/sky-atlantic-takes-flight-with-new-brand-identity/

I quite like the Atlantic name, with the British and American programming. It sort of unifies the two parts of the channels identity and expands on its original concept of being HBO UK - and from that link that was posted above, its clear the plan was always to eventually introduce British programming as well. I copied the important naming part below, for those who don't want to read the link.

"Five naming areas were explored: Intelligence, Icons, Americana, Premium and Destination and a shortlist of 20 names selected and validated for linguistics and trademark availability. Sky Atlantic was chosen as the channel name because of its understated iconic stature and the perfect link it provided between the channel’s US and UK influences."