Naming a product to suit your audience

I was just watching a re-run of I'm Alan Partridge and spotted the ident in the corner of the screen. I did a double take when I saw what the name of the channel was.

UKTV 2 (a digital channel in the UK) has just changed it's name to

DAVE

Dave is a very brave thing to call a TV station. It definitely makes it stand out from the crowd and at the same time identifies it with it's core audience.

Dave shows classic TV for English Men aged between 25 and 40 (that's me). Dave's shows include Top Gear, Have I Got News For You and Never Mind the Buzzcocks.

Dave's a great name as far as I'm concerned and my hat's off to the team who came up with it, but especially to the guy who paid the bill and stood his corner.