Although I have an attitude about why the channel Dave even exists, I have to admit, I’ve been watching it. In fact, I watched it all this morning. From Top Gear to Ray Mears’s World of Survival, I sat there and enjoyed a “testosterone filled” couple of hours. However, when an promotional advert popped up for Dave’s new Alpha Male Sunday Mornings, I wanted to vomit. A montage of bug eating, car racing, bush whacking macho men flashed on the screen, with the commentator declaring that Sunday was now for all things *manly* and that manly men could now enjoy manly TV shows every Sunday on Dave. What the rest of the shows are, I’m not sure. Maybe they think that the rest of the programming is just too gosh darn Metrosexual and effeminate.

As ITV has already established that Dave is for 16-24-year-old men, and that it’s the “home of witty banter”, having a manly Sunday morning just seems like over kill. We all know that that specific demographic is a hard to one to pin-down and reach out to, however, the WE MAN HEAR US ROAR (and down whole grasshoppers without chewing) bit is officially nauseating.