[VMPhil]

I still honestly don't see where they're heading with this. Why would you intentionally trash your own brand?

The change from the original UK x, to UKTV x, then to individual subject focused channel names all demonstrated a clear marketing strategy. They're all clearly stamped with a UKTV DOG at regular intervals.

'U-Yesterday', 'U-W' or 'U-Dave' just all sound dreadful. Was someone on a controlled substance when they signed off on this idea?

Get ready for the press release in 18 months time explaining why they're dropping the "U" brand from the channel names and how it's the best idea ever and definitely not a "U-turn" (pardon the pun...)