Them having their own name and style makes it far easier to market, look at how Dave looks on screen compared with its predecessor
UKTV G2 was such a snappy name though. Rolls off the tongue, don't you think?
“It’s for watching, not for saying”.
You’d have pitied the poor CAs who had to do those links. It may have been an unintentionally genius move in that it made the later name change to Dave not seem as daft as it otherwise might have been at the time, as
was better than six syllable UKTVG2!