U&Dave
A British free-to-air television channel operated by UKTV, focused primarily on comedy, factual entertainment, original commissions and repeat programming.
Last updated November 4, 2026
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Overview
U&Dave is a British free-to-air television channel operated by UKTV, a commercial television network owned by BBC Studios. The channel is available principally in the United Kingdom and Ireland and forms part of UKTV's portfolio of free-to-air networks under the U masterbrand. Its schedule combines modern comedy, factual entertainment, entertainment formats, imported programmes, films, selected sport and repeats of established UK television series. Although the channel is now branded U&Dave, much of its public identity and programming history was built under the shorter Dave name. The service began on 2 October 1998 as UK Gold Classics, a digital-only outlet created to show older programmes from the UK Gold library. It initially had restricted evening and weekend hours on Sky Digital. The classics concept was short-lived: in April 1999 the channel became UK Gold 2, largely functioning as a secondary or delayed service carrying programmes from UK Gold. Further changes followed as UKTV reorganised its portfolio. In November 2003 the channel was relaunched as UK G2, later UKTV G2, with a more youthful and irreverent profile aimed particularly at viewers aged 18 to 34. Its schedule incorporated comedy, factual entertainment and some programmes associated with the former Play UK service. During 2006 and 2007, UKTV G2 expanded its hours and experimented with sports programming. The channel carried highlights of the Six Nations rugby championship, selected live and highlighted matches from the 2006 FIFA World Cup through a BBC sub-licensing arrangement, and basketball coverage. These initiatives helped broaden the channel beyond its earlier timeshift and comedy-oriented role, although the proposed UKTV Sport service did not become a permanent standalone network. On 15 October 2007, UKTV G2 was replaced by Dave. The relaunch placed the channel on Freeview and gave it a more distinctive consumer brand, built around the idea that “everyone knows a Dave.” Its launch slogan, “the home of witty banter,” supported a deliberately conversational and informal tone. The channel quickly achieved strong reach after joining Freeview, becoming one of the most watched multichannel services in the United Kingdom shortly after launch. Its schedule combined comedy repeats, factual entertainment, films and selected sports content, while its distinctive presentation style used humorous continuity announcements and idents. Dave also became an important outlet for UKTV original commissions. In 2009 it broadcast Red Dwarf: Back to Earth, its first major scripted original, which produced unusually high ratings for a digital channel and led to later Red Dwarf series and specials made for Dave. Other original and acquired programming included comedy panel shows, factual entertainment, automotive content and sport. The brand also developed extensions beyond linear television, including the Dave Weekly comedy podcast and the annual Dave's Funniest Joke of the Fringe award at the Edinburgh Festival Fringe. The channel's distribution and presentation changed repeatedly as UKTV adjusted its Freeview capacity and wider platform agreements. Dave HD launched on pay television platforms in 2011, while the timeshift service was renamed Dave ja vu, a play on “déjà vu.” Dave ja vu subsequently moved between Freeview channel positions and schedules as UKTV introduced or repositioned other networks. Dave itself also changed electronic programme guide positions, including a return to Freeview channel 19 in 2019. A refreshed Dave identity launched in November 2022 with a new logo, idents and the slogan “Add a bit of Dave.” On 16 July 2024, the channel was renamed U&Dave as part of UKTV's broader transition of its free-to-air networks to the U masterbrand. The renaming connected the linear channel more closely with the U streaming service while retaining Dave as the principal brand identifier within the channel name. U&Dave remains an active UKTV entertainment channel, with its exact schedule changing over time according to rights, commissions and network strategy.
History
U&Dave traces its history to UK Gold Classics, which launched on 2 October 1998 as UKTV's first digital-only channel. It operated initially as a limited-hours service on Sky Digital, showing older material from the UK Gold archive, including early comedy, drama and black-and-white programmes. The format lasted only around six months before the channel became UK Gold 2 in April 1999. UK Gold 2 operated primarily as a secondary service carrying programmes associated with UK Gold, and its hours and distribution expanded during the following years. The channel underwent another major transformation in November 2003, when it became UK G2. The new identity was designed as a younger and edgier alternative to UK Gold, with programming intended particularly for an 18–34 audience. In March 2004 it adopted the UKTV naming system and became UKTV G2. The schedule combined comedy and entertainment with programmes inherited from or associated with other UKTV services, including content from the former Play UK channel. A one-hour timeshift version, UKTV G2 +1, launched in late 2004. UKTV G2 expanded its broadcast hours in January 2006, adding daytime programming and preparing for the UKTV Sport strand. This period included factual and magazine programmes alongside comedy. The channel also carried sports highlights and selected live coverage. UKTV obtained rights to Six Nations rugby highlights and, through a sub-licensing arrangement, showed selected live and highlighted matches from the 2006 FIFA World Cup. Basketball coverage was also introduced through EuroLeague and FIBA programming. Although the sports strand was tested as a possible basis for a dedicated service, UKTV Sport did not develop into a permanent standalone channel. In September 2007, UKTV announced that UKTV G2 would be relaunched as Dave. The change took effect on 15 October 2007 and coincided with the channel's arrival on Freeview, replacing UKTV Bright Ideas in the relevant terrestrial capacity. The Dave name was intended to sound familiar and ordinary rather than identify a particular personality. Its presentation used a deliberately conversational voice, supported by the slogan “the home of witty banter.” The Freeview launch significantly increased reach, and Dave rapidly became one of the United Kingdom's most successful multichannel services. Dave's programming identity developed around British comedy, factual entertainment and popular repeat viewing. The channel also carried films, automotive programmes, imported entertainment and occasional sports. Its timeshift service was first known as Dave +1 and was later renamed Dave ja vu, a pun on “déjà vu.” Dave HD launched on Sky and Virgin Media in October 2011, and later became available through BT TV. UKTV repeatedly adjusted Freeview positions and hours for Dave ja vu as it launched, acquired or repositioned other networks. The Dave brand became particularly associated with original commissions. In April 2009 it broadcast Red Dwarf: Back to Earth, which delivered exceptional ratings for a digital channel and initiated a longer run of Dave-produced Red Dwarf programming. Further series appeared in 2012, 2016 and 2017, followed by a feature-length special in 2020. The network also supported comedy culture through the Dave Weekly podcast and Dave's Funniest Joke of the Fringe, an annual public-voted award connected with the Edinburgh Festival Fringe. Dave received a visual and verbal refresh in November 2022, including new idents and the slogan “Add a bit of Dave.” On 16 July 2024, it became U&Dave as UKTV aligned its free-to-air networks with the U masterbrand. The rebrand linked the channel to the U streaming platform while preserving the established Dave identity in the name. U&Dave continues to operate as an active UKTV entertainment channel in the United Kingdom and Ireland.
- 2024
Renamed U&Dave
[1]The channel joined UKTV's U-branded free-to-air network structure on 16 July.
- 2022
Dave identity refresh
[1]The channel introduced a new logo, idents and the “Add a bit of Dave” slogan.
- 2011
Dave HD launches
[1]An HD simulcast launched on Sky and Virgin Media.
- 2009
Red Dwarf becomes a Dave original
[1]Red Dwarf: Back to Earth marked Dave's first major scripted original commission.
- 2007
Launch of Dave
[1]UKTV G2 became Dave on 15 October and joined Freeview.
- 2006
Expansion into daytime and sports programming
[1]UKTV G2 expanded its hours and carried rugby, football and basketball coverage.
- 2003
Relaunch as UK G2
[1]The channel adopted a younger, more alternative entertainment profile.
- 1999
Relaunch as UK Gold 2
[1]The classics format ended and the service was repositioned as a secondary UK Gold channel.
- 1998
Launch as UK Gold Classics
[1]UKTV launched the digital-only channel on 2 October to show older programmes from the UK Gold archive.
Products and positioning
A broad-reach, informal entertainment channel centred on British comedy, factual programming and familiar repeat viewing, with selective original commissions, films and sports coverage.
Free-to-air television channel · 1998
U&Dave
The principal channel offers comedy, factual entertainment, films, imported programming, repeats and selected sports. Its current identity follows the Dave brand, which was established in 2007 before the U&Dave renaming in 2024.
Timeshift television channel · 2004
U&DaveJaVu
The sister timeshift service repeats U&Dave programming. Its name is a play on “déjà vu”; unlike many timeshift channels, it has not generally used a “+1” suffix.
High-definition television simulcast · 2011
Dave HD
Dave HD was introduced as a high-definition simulcast for pay-TV audiences, initially launching on Sky and Virgin Media and later becoming available through BT TV.
Marketing campaigns
- 2022Add a bit of Dave
United Kingdom · Ireland
A refreshed visual identity and slogan updated Dave's on-air presentation while retaining its established informal tone.
Outcome. The refresh preceded the later transition into the U network family.
- 2008Dave's Funniest Joke of the Fringe
United Kingdom
Dave established a public-voted award highlighting a single joke performed at the Edinburgh Festival Fringe.
Outcome. The award became a recurring comedy property associated with the Dave brand.
- 2007The home of witty banter
United Kingdom · Ireland
The Dave launch used informal language, humorous continuity and the slogan “the home of witty banter” to distinguish the channel from conventional general-entertainment networks.
Outcome. The brand achieved rapid awareness and strong viewing after its Freeview launch.
Brand decisions
2024
Rename Dave as U&DaveOtherBackground
UKTV reorganised its free-to-air networks around the U masterbrand after renaming UKTV Play as U.
Action taken
The channel was renamed U&Dave on 16 July 2024.
Aftermath
The Dave identity was retained within the channel name while its relationship with the U streaming and network ecosystem became more explicit.
2007
Replace UKTV G2 with DaveOtherBackground
UKTV sought a more distinctive identity and a Freeview presence for its younger-skewing entertainment service.
Action taken
UKTV relaunched UKTV G2 as Dave on 15 October and used the Freeview capacity previously associated with UKTV Bright Ideas.
Aftermath
The service gained substantial reach and became one of the UK's prominent multichannel brands.
Recent events
- 2024
Dave renamed U&Dave[1]
Other
UKTV renamed Dave as U&Dave as part of the wider reorganisation of its free-to-air channels around the U masterbrand and the renaming of UKTV Play as U.
- 2022
Dave receives an on-air brand refresh[1]
Campaign
The channel introduced updated branding, idents and the slogan “Add a bit of Dave.”
- 2011
Dave HD launches on Sky and Virgin Media[1]
Product launch
A high-definition simulcast of Dave launched on Sky and Virgin Media as part of UKTV's expansion of HD services.
- 2009
Dave begins broadcasting Red Dwarf: Back to Earth[1]
Product launch · Campaign
The channel broadcast Red Dwarf: Back to Earth, a major scripted commission that became one of its strongest-performing programmes and established a continuing relationship with the franchise.
- 2007
UKTV G2 relaunched as Dave on Freeview[1]
Product launch
UKTV replaced UKTV G2 with Dave and added the channel to Freeview, giving the service a broader terrestrial audience and a more distinctive comedy-led identity.
Sources1 sources
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