[Stuart]

I really can't see anything even remotely positive coming out of this rebrand.

Dave, Yesterday and Drama already have very strong brands. The UKTV Play streaming service (which links all the channels together) is also pushed every 20 minutes during commercial breaks, and I thought that was gaining traction as an app on Smart TVs/Fire Sticks/Laptops/Tablets.

Perhaps the 'W' brand could be improved by no longer looking like a wonky sign outside a disused Woolworth's store from 15 years ago. But this isn't the way to do it.