Dave is a TV channel in the UK that was previously known as UK Gold Classics and UKG2. It struggled with low ratings until being rebranded as Dave in 2007, a memorable name meant to appeal to men. Since then, Dave has targeted male audiences aged 14+ by focusing on comedy, cars, and gadgets. It differentiates itself by replaying popular programs from other channels. The channel's idents were updated to better suit this audience and focus on humor rather than just being random. There is still room for the idents to be more informative and eye-catching.

2. 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% share
Jan 2008 : 1.2% share

3. BRAND IDENTITY
 Since the rebranding of the channel to Dave the audience has
changed. It now aims to a more male audience .
 Dave is different from other channels as it repeats other programs
made by other channels. For example it plays :
Mock The Week, QI, Top Gear , Dragons Den and many more.
 Dave‟s mission

4. AUDIENCE
 Their target audience are men aged from around 14+
 They also target people with moderate intelligence as their slogan
is „The home of witty banter‟
 They target men whose interests are in cars, gadgets and comedy
etc.

5. IDENTS
 UK Gold ident : http://www.tv-
ark.org.uk/mivana/mediaplayer.php?id=5d053c8fd3a07952490d2f21a79c
95be&media=ukgold22000a&type=mp4
 Dave ident :
http://www.tv-
ark.org.uk/mivana/mediaplayer.php?id=1a8e0031faa9ab0fcc379bd1f3281
401&media=dave_worldcup_id2010&type=mp4

6. 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 their
target audience and gives a better snapshot of what the channel‟s
audience is like.
 The idents suit the purpose of the channel because they are quite
random and funny.

7. WHAT WOULD WE DO ?
 Make the idents more informative because at the moment they are
very random.
 They could also show their logo more as their current idents do
not make complete use of the space given.
 They could also make it more eye catching to catch the audience‟s
attention.