As I said, this rebrand makes even less sense than Opal Fruits becoming Starburst and Marathon becoming Snickers...
Then you don't understand the quite vaild concept of cross-continental brand marketing.
Why produce the same product in several countries and advertise them as the unique names in each country - when you can call the exact same product with the same name (providing it doesn't mean something else dodgy in any of those countries) and save hundreds of the thousands in packaging and advertising.
Use the same visuals, over dub in that countries language and away you go. Time, money and effort saved in one 'hit'. It's Snickers wherever you go, it's Starburst where ever you go.
These products are still flying off the shelves. It's only the cloth-eyed little Englanders stuck in the 1970's who refuse to call them by their 'new' names, for fear of realising that they've grown up, and the world has moved on.
I think you've missed the point I was trying to make...
While a lot of people were unhappy about the loss of the Opal Fruits and Marathon names, and some still are to this day (and I'm not sure I'd call them cloth-eyed little Englanders stuck in the 1970s - I'm sure some of them are Welsh, Scottish, Irish or Northern Irish
), these rebranding exercises *did* make some sense. As you say, why use local branding when you can use the exact same brand in every country the product is sold in and thus save heaps of cash?
That said, Walkers still hasn't been rebranded as Lay's. If it did, then it would be the exact same scenario - many people wouldn't be happy and some would defiantly continue to call them Walkers (and probably wouldn't care too much if they were called cloth-eared old gits as a result), but PepsiCo would save money and the crisps would still fly off the shelves.
Here, though, it just feels like VMI are rebranding TV3 to suit themselves more than anything else. They're rebranding a product that they own but isn't necessarily related to any other products they own that already use the Virgin Media brand (in contrast to Opal Fruits/Starburst, Marathon/Snickers and Walkers/Lay's, as well as Jif/Cif, Ulay/Olay, etc). And I'm not sure they'd be saving a great deal of money, either - especially when the Virgin Media brand isn't free.
"Channel 5! The channel that brings you England goals!" -- Jonathan Pearce, 31 May 1997