UKTV is to launch a channel called "Dave" in place of UKTV G2 and give it a precious Freeview slot.

The "Dave" channel, which will launch on October 15, will focus on a young male audience with a mix of comedy and factual entertainment programming.

Shows will include acquisitions such as QI, Top Gear, Never Mind The Buzzcocks, The Catherine Tate Show and its own origination Totally Viral.

Dave will replace UKTV Bright Ideas on Freeview, while it will also be available on Virgin Media's cable and Sky's digital TV services.

A spokeswoman said UKTV had decided on the new name because "everyone knows a bloke called Dave".

The channel head, Steven North, said: "UKTV G2 is an incredibly successful channel with 10 million viewers in pay homes each month, but with relatively low brand awareness.

"Changing the channel name to Dave enables us to create a strong and noisy personality for the channel that immediately aligns us with our core 16-34 male audience."

The move on to Freeview will put the channel in 20 million homes.

"There's a definite opportunity for a channel like Dave on Freeview," said Julia Jordan, the UKTV executive director for business and operations.

"The younger male audience is of very high value commercially and this demographic is currently under-served in Freeview homes."

Dave is one of nine UKTV channels, which also include UKTV Gold and UKTV Drama.

Formed in 1997, UKTV is an independent commercial joint venture between BBC Worldwide and Virgin Media Television.

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