Brief Description: This paper shows how by rebranding uktvG2 as Dave and reframing its content as the ‘Home of Witty Banter’ the channel achieved stand-out. The communications promoted the channel rather than the individual programmes, and gave Dave its own personality and tone of voice. Its success attracted an additional eight million viewers and generated payback of £2.99 for every £1 spent; ---(TAGS)--- Full Title: UKTV - now everyone has a friend called Dave; Number: 2008/16; Brand: Dave, UKTV; Client: UKTV; Product Category: Media (TV channels/programmes); Agency: Red Bee; Author: Jonathan Wise, Hannah Yelin, Clare Phillips, Mills Willis, Emma Boston, Liz Chandler, Luke Hales, Julia Jordan, Sarah Goldman, Selma Ali; Prize Winners: Gold (Adworks ref: Advertising Works 17)