An apparently fast news week for Freeview brings the story that UKTV G2, the younger sister channel to UKTV Gold, is to launch on Freeview - but, somewhat bizarrely, it will be rebranded at the same time to "Dave" - emphasising its appeal to young men, particularly of the David variety.

According to Dave's head of programming Steve North, UKTV G2 has "a schedule for which most broadcasters would give their eye teeth", but relatively low brand awareness. Launching on Freeview, and becoming the first channel to be named after my uncle, apparently enables them to "create a strong and noisy personality for the channel that immediately aligns us with our core 16-34 male audience."