[gottago]

I don't really think the main purpose of this channel is to be a shop window, I think they're revamping the channel to monetise the rights to a load of old shows they have in an age where their advertising income is stagnating on their subscription channels. No one's going to subscribe to Sky after watching two year old documentary Liverpool Narcos, for example.

Rebranding it with the Sky name gives it a bit of umph and makes it feel far more exciting than "Pick", lets them push the channel a bit more than they currently do and make a thing of it being a home of "premium" shows on Freeview. I expect series they air on this channel will air in full, assuming the ratings are good enough.

The 'shop window' idea might have been true back in the days of Sky 3 when Freeview and Sky were both at their peak but really now it's just a case of improving their free-to-air offering to maximise ad revenue.