[TesTVWhirl]

Ignoring the renaming of the main channels for a moment as that's just the latest iteration of the long running 'add a network prefix', 'take off the network prefix' thing UKTV have done for years, and focussing solely on the online rebrand. It never ceases to amaze me how many of the broadcasters still seem to think the solution to build up their streaming service brand is to just keep renaming them completely every few years (see also ITV, Channel 4, Channel 5). Establishing a name for your streaming service was really something that needed to be done years ago now, with the focus now being more on building out content and getting the eyes on it through promotion rather than spreading that already thin brand recognition even thinner by renaming it all and starting again.