Amazon’s IMDb TV is rebranding. Beginning April twenty seventh, the ad-supported streaming service will probably be referred to as Freevee, based on . Amazon’s Studios division instructed the outlet the brand new identify is designed to higher mirror how a lot it prices to entry the platform.

As a part of the rebranding, Amazon mentioned it might additionally make investments extra into authentic programming, with a promise to supply 70 % extra unique content material than it does presently. Among the reveals Amazon plans to debut on the platform is High School, a coming of age collection from indie duo Tegan and Sara. The firm will announce further particulars about Freevee’s upcoming slate of originals at its NewFronts presentation on May 2nd.

We know from reporting from The Information that Amazon had been mulling a rebranding of IMDb TV since not less than the beginning of final fall. At the time, firm executives had reportedly thought of names like “Zon,” together with “Free TV” and “Free Streaming TV,” as potential choices. The thought amongst executives was that the present identify was too troublesome for folks to pronounce and was thereby hurting its reputation.