Dave ja vu: What a difference a name makes

UKTV's mission to rebrand everything in sight continues today with the unveiling of the new name for the Dave timeshift channel. Now of course, calling it simply Dave +1 would be too boring and not befitting of the "home of witty banter" – ie QI and Top Gear repeats – so guess what they have done? They have only gone and called it Dave ja vu. Geddit? Dave channel head Steve North explains: "Renaming our +1 service Dave ja vu will help bolster the already successful Dave brand further while appealing to our target audience of 16- to 34-year-old male viewers, who are sure to get the joke." Let's hope they do, Dave, er... Steve. Otherwise it will be embarrassing for everyone. Meanwhile, UKTV is not done with the rebranding just yet. After Watch, Alibi and Blighty, among others, UKTV will launch Yesterday on Monday, while its lifestyle channels will get new names later this year. Monkey has been finding it hard to keep up, but is always a sucker for a brightly coloured logo and an odd-sounding name.