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UKTV celebrates Dave's growth

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UKTV has called Dave, the revamped male-targeted version of UKTV G2, "a huge success" after the channel became the tenth largest in the UK after one month on the air.

The broadcaster said that Dave now averages 3m viewers per day; and that while much of the growth may be attributed to its presence on Freeview, it is also performing well in pay TV homes where it has grown its viewership by 35% over the last month.

"We are thrilled by the impact we have had on our audience," said Dave channel head Steve North. "The amount of viewers and their positive reaction has affirmed our belief in the rebrand and positioning of the channel - we are looking forward to its continuing success."

Over the month since its launch, Dave averaged a 1.32% share in multichannel homes and a 3.2% share in the 16-34 male demographic.

"Not only is the channel reaching more people, the viewers are watching for longer, proving the compelling nature and content of the channel," said UKTV controller Matthew Littleford. "It's a cracking watch and Dave's success proves it's a huge hit with viewers."

Last Sunday, Dave's coverage of Car of the Year pushed it to second in multichannel behind ITV2, attracting over 4m viewers through the day.

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