HISTORY It has been renamed 5 times in the past:UK Gold Classics, UK gold 2, UKG2 , UKTV G2 It had been a struggling TV programme for years until renamed to Dave in 2007. The idea of the change of name came from a phrase: “Everybody knows a bloke called Dave” meaning that Dave is a memorable name. Once renamed to UKG2, they began to show ordinary morning shows in the evening of the same day. Ratings :Aug 2006 : 0.4% shareJan 2008 : 1.2% share
BRAND IDENTITY Since the rebranding of the channel to Dave the audience haschanged. It now aims to a more male audience . Dave is different from other channels as it repeats other programsmade by other channels. For example it plays :Mock The Week, QI, Top Gear , Dragons Den and many more. Dave‟s mission
AUDIENCE Their target audience are men aged from around 14+ They also target people with moderate intelligence as their sloganis „The home of witty banter‟ They target men whose interests are in cars, gadgets and comedyetc.
IDENTS UK Gold ident : http://www.tv-ark.org.uk/mivana/mediaplayer.php?id=5d053c8fd3a07952490d2f21a79c95be&media=ukgold22000a&type=mp4 Dave ident :http://www.tv-ark.org.uk/mivana/mediaplayer.php?id=1a8e0031faa9ab0fcc379bd1f3281401&media=dave_worldcup_id2010&type=mp4
PURPOSE OF IDENTS The idents introduce their audience to the type of channel Dave is. Compared to the UK Gold ident it focuses a lot more on theirtarget audience and gives a better snapshot of what the channel‟saudience is like. The idents suit the purpose of the channel because they are quiterandom and funny.
WHAT WOULD WE DO ? Make the idents more informative because at the moment they arevery random. They could also show their logo more as their current idents donot make complete use of the space given. They could also make it more eye catching to catch the audience‟sattention.