On Tuesday 3rd July 2007, UTV officially launched their summer schedule with a feast of local programming for viewers to enjoy. Along with this they also unveiled the new company strapline: UTV - It's all about U, with Michael Wilson, Head of Television at UTV commenting, "For many years now ‘UTV is Your TV’ has served us well, but the time is now right to re-brand, although the focus remains the same – you the viewer – whether you watch our programmes on UTV or online on www.u.tv hence our new group strapline ‘UTV – It’s all about U’." Amongst the local programming lined up for the summer months was the much anticipated Ultimate Ulster, hosted by Frank Mitchell and promising 'the original guide to Northern Ireland as chosen by viewers'.

Ultimate Ulster brought about a presentation change on UTV, as on Monday 9th July a special ident set was introduced to promote the new series. The template from the previous idents had been retained but the scenes had changed to overhead shots of various locations across Northern Ireland, as filmed from a helicopter. The scenes used in the idents were taken from the 10 episodes of Ultimate Ulster, which included Ulster's top ten landmarks and top ten places to visit. Ten idents were in use initially, from Monday 9th to Wednesday 18th July. On Thursday 19th July, the date of the first airing of Ultimate Ulster, another three idents were added to the set.

UTV were very pleased at how their new idents turned out and decided to retain them even after the Ultimate Ulster series had started. The line of text promoting Ultimate Ulster was simply removed, and the idents were then used from this date forward. Over the following weeks, more idents were added to the set, bringing the total number to 25.