LONDON - UKTV is breaking with broadcasting tradition by renaming its Dave +1 service as Dave ja vu.
The channel rebrand follows UKTV's recent acquisition of an additional slot on Freeview to accommodate a time shift version of the Dave channel.
Dave ja vu will replace Dave+1 on all platforms from today and will now be available via Freeview, Sky and Virgin Media.
Steve North, the channel head of Dave, said: "Renaming our +1 service Dave ja vu will help bolster the already successful Dave brand further while appealing to our target audience of 16-34 year old male viewers, who are sure to get the joke."
UKTV has also announced the launch of its third rebranded factual channel, called Yesterday, on 2 March.
Yesterday's rebrand follows the launch of Eden and Blighty and the entertainment channels G.O.L.D., Watch and Alibi.
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