[F4C]

This rebrand is a little bit of a gamble on Sky’s part. They’ve seemed quite happy to keep Pick and Challenge at arms’ length for the past few years but now Sky seem to sense they can use Freeview (and Freely I presume) as a shop window for their pay services. 

I guess Sky aren’t arsed about daytime scheduling but rather the 8-10pm primetime slot. They’ve mentioned each day in the week will be themed (drama, comedy, factual, etc) so it should be interesting to see whether Sky really put some effort in this time, or they just find something from 2010 and shove it there and forget about it. 

Saying that, they’ll need to make an effort as it risks devaluing the Sky brand now they’ve brought it back into the fold. The first series of True Detective is a fantastic watch and a really good start. Here’s hoping for more.