In 2008 UKTV began a process of rebranding and expanding its channels, removing "UKTV" from their name, following the rebranding of UKTV G2 as Dave in October 2007. On 7 October 2008 UKTV Gold became "G.O.L.D.", exclusively showing comedy, both old and new. This is reflected by its new slogan - "Go On Laugh Daily". The Gold name was retained as having a resonance with viewers. The same day also saw the rebranding of UKTV Drama as Alibi, and the launch of a new channel, Watch.
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