[Stuart]

Not sure I agree UKTV is a particularly recognised brand

I don't think that's a correct assumption. Certainly when they changed to the single channel names related to genres, they drifted away from UKTV brand for a while.

However, they then brought it back as part of the brief animated DOGs at the start of programmes and after commercial breaks. I'm sure that must have resonated with more than just us pres geeks.

The push with UKTV Play during trailers will have reinforced that link.