[Brekkie]

There has been 'Sky Cinema Action' and 'Sky Sports Action' for years. They seem to like duplicating elements of channel names. Perhaps there is a lack of creativity. You're also forgetting that there is already a 'Sky Max'.

Let's remember they had Sky 1, Sky Sports 1 and Sky Movies 1 and Sky Movies Cinema 1 for a period.   It's not particularly an issue.

Interesting with the talk of a potential "Sky Cinema Mix" they're pushing it as the exclusive Freeview homes of Sky Original Movies, and it will simulcast original Sky Arts commissions too as a concession for moving Sky Arts down the EPG.

Wouldn't be surprised if using it more for any free Sky Sports content is part of the plan too, especially premium rights they'd otherwise be under pressure to sell on.