UKTV, the BBC Worldwide and Virgin Media-owned digital broadcaster, is to rebrand its UKTV G2 channel as 'Dave' and target male viewers aged 16 to 34. Launching next month, Dave will be available on all digital platforms including Freeview, where it will replace UKTV Bright Ideas.
UKTV has commissioned Red Bee Media to handle the on-air promotion of Dave. The channel's name was chosen because of its familiarity. Dave will continue where UKTV G2 left off, airing shows such as Never Mind The Buzzcocks and Top Gear.
UKTV operations chief Julia Jordan said: "There's a opportunity for a channel like Dave on Freeview. The younger male audience is of very high value commercially, and this demographic is currently underserved in Freeview homes."
Lovelace Consulting | 21.09.2007