Dave channel to become U&Dave

...'like something straight out of W1A'

Comedy channel Dave is to be renamed U&Dave in a rebranding move by parent company UKTV.

The broadcaster wants viewers to know all its brands are under the same umbrella – so will also be relaunching other channels as U&DRAMA, U&YESTERDAY and U&W next summer – while its streaming service will be called just U.

Then its other offerings will be rechristened U&alibi, U&GOLD, U&eden at a later date.

Penny Brough, UKTV's chief marketing officer, said:‘For 30 years, UKTV has had shows that people are passionate about - crime, drama, witty comedy and more - but until now it's felt disconnected.

‘We want to make sure our audiences can enjoy the full value of our free and wonderfully diverse offer, so we're making it easier for them to navigate.

'U is the glue that enables us to do this: it means we go to market with a bold, simple and distinctive identity for our streaming service. U makes it easy for people to connect the dots between the streaming service and our family of TV channels - all while keeping hold of each channel's unique personality and fame.

‘This is now a family that's fit for a digital future. It's simple, but still full of personality because it's all about U.’

The rebrand did not immediately find a great response with viewers. Comments on social media included: ‘really, really stupid idea’, ’Why?! You build up a strong, recognisable brand only to spend presumably a lot of money to ditch it. Where was the demand from viewers?’ and ‘Wow, you've gone round the U-bend! That's like something straight out of the comedy W1A! How much money was spent on that?’

TV critic Scott Bryan called it ‘an utterly bizarre idea’ adding: ‘This marketing gunk goes over the head of most viewers.’

Global brand consultancy Wolff Olins helped the rebrand. Executive strategy director said making the channel names longer and clumsier was about 'stripping back'.

David Stevens added: ‘The entertainment market is so awash with confusing and bizarrely named offers, so we wanted to strip back, reduce the noise and present this family of brands in a clear, crisp, singular way.

‘The new "U" name is a nod to UKTV's heritage, while emphasising that this new viewing experience is all about you. We're excited about creating a bold brand that will stand out but won't get in the way. We wanted to unite an eclectic portfolio, but hold onto the personality, and help you to lose yourself in what you love.’

But one viewer had a different response: