[WillPS]

Surely you mean walking into a Tesco to visit a Tesco.

That's the 'Channel 4 on Channel 4' analogue, yes.

The example Stuart gave as "confusing" was 'More4/E4/Film4 on Channel 4'.

My contention is that I don't think any of these statements are confusing, they're just deliberately poorly worded.

The statement "I did my shopping at Tesco" is complete, regardless of the Tesco outlet used or the specific services within that were used; same goes for "I got my prescription at Tesco", even though one implies a service that can only be had at a Tesco Pharmacy.

Channel 4's desire is that the "I saw it on Channel 4" statement is similarly complete, regardless of the Channel 4 outlet/service used. Same again for "I saw a report on the news on Channel 4", even though again that implies a specific outlet/service.

To bring this back on topic, the desire is exactly the same for U[KTV] and that bit makes sense. Unfortunately the brand they're hitching their hopes to is unknown, vague and pretty obviously flawed, unlike Channel 4.