It is not just stupid, it is totally unnecessary. TV3 name has been there for 20 years and now they are going to throw it in the garbage. They are going to bring in a UK company name, not an Irish name, (yes TV3 is not exactly Gaelic I know) but it is a foreign company imposing its brand on the Irish viewer. This is a public service channel, on Saorview, not a cheap Freesat channel, which can change names and no one cares.
And the Virgin name isn't free, either - they're licensing it for a fee.
TG4 won't change *its* name as a result this time, will it? It did so in 1999, of course - but it hasn't even changed its logo since then, whereas TV3 has changed its logo twice in the last ten years (although both changes were mainly as a result of the company taking over another channel).
"Channel 5! The channel that brings you England goals!" -- Jonathan Pearce, 31 May 1997