A TV channel’s rebranding with fans who are already confused by its new name.
Since launching in 1998, has undergone several name changes, first being introduced to viewers as UK Gold Classics.
But just six months later it was changed to UK Gold 2, a name that did manage to stick until 2003, but it was then changed to UK G².
The changes weren’t done yet, with the channel then being called UKTV G2 from 2004 until 2007, when Dave was launched.
But this week, after 12 years of stability, Dave, which is a free-to-air channel owned by UKTV, yet again.
earlier this month, the channel’s official social media accounts tried to bring viewers on board when reminding them of the latest rebrand, which was rolled out today.
‘From today we’re called U&Dave, but here’s some other names we’ll respond to: Dave, The TV channel formerly known as Dave, Ewan Dave, Ewe and Dave, UKTV G2, The repeats channel, The repeats channel, No.1 Bob Mortimer Fan Club,’ it posted on X.
For those who haven’t ever tuned in, the channel broadcasts mainly comedy, with some factual programming.
Some of its originals include Big Zuu’s Big Eats, Judge Romesh, Taskmaster and Storage Hunters UK, while in the past its also broadcast re-runs of Deadly 60, Top Gear and Would I Lie To You?
However viewers have made it clear they aren’t on board with the latest rebrand.
‘You’ll always be Dave in our hearts, no one will be arsed to say the U& bit,’ John commented on the post.
‘What about UKG2 UKTVG2 Dave in honour of all your previous names although it is a bit of a mouthful to say,’ Colin quipped.
‘Could have been called “The Channel that’s named after a Bloke and shows Comedy and endless reruns of Top Gear”,’ Alex suggested.
Perhaps disappointed at losing his link to the channel, Dave posted: ‘Most pointless rebrand ever, sack the marketing agency who thought this would be a good idea.’
Meanwhile many others said they were going to continue to call the channel Dave, while some said it ‘won’t catch on’.
Only time will tell to see if this new name sticks.
