TV channel UKTV G2, which shows cult comedy and game shows aimed at young men, is to be rebranded Dave.
UKTV says the new name is based on the idea that "everyone knows a bloke called Dave".
The channel, which carries shows like Never Mind The Buzzcocks and Top Gear, will be available on Freeview for the first time when it launches in October.
The move will mean Dave can be watched in 20 million homes across the country, according to UKTV.
The head of Dave, Steven North, said: "Changing the channel name to Dave enables us to create a strong and noisy personality for the channel that immediately aligns us with our core 16-34 male audience."
UKTV is a joint venture between the BBC's commercial arm, BBC Worldwide, and cable TV provider Virgin Media.
Dave, which starts up on 15 October, will replace UKTV Bright Ideas on Freeview.