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.