Unit redubbed Universal Media Studios

NBC Universal is saying “nuts” to NUTS, rebranding its studio arm Universal Media Studios.

Peacock announced the change Thursday, saying the title twist better captures the studio’s aims in the digital age.

“This name change reflects our TV studio’s natural evolution as digital distribution expands and more platforms need premier ideas and programming,” said Ben Silverman, who serves (with Marc Graboff) as co-chair of the new studio and NBC Entertainment.

Studio topper Katherine Pope said the production unit “will use its considerable resources and the multiple distribution platforms available to it to successfully exploit great entertainment product to a global audience.”

Rechristening marks the third name for the Peacock studio unit in as many years. Until 2004, NBC’s studio arm was known simply as NBC Studios. Following the 2004 merger with Universal, conglom went singular, dubbing its production unit NBC Universal Television Studio — or, as most folk in TV circles called it, NUTS.

Latter acronym is now in the history books, replaced by the less comical UMS. New name also puts the Universal brand back front and center, with no mention of NBC.

NBC U is hardly the only conglom fond of rebranding its studio arm. Disney has had three names for its studio arm in the past year: Touchstone, ABC Television Studio and, most recently, ABC Studios.

And elsewhere in TV land, the venerable Museum of Television and Radio just renamed itself the Paley Center for Media.

UMS produces more than a dozen primetime series for NBC and its cable nets, as well as all of the Peacock’s latenight talkers, “Saturday Night Live” and the sudser “Passions.” It also produces Fox’s top-rated scripted series, “House.”

Follow @Variety on Twitter for breaking news, reviews and more