Sometimes going one better is not really enough. A step up might seem obvious but it isn't exciting. I believe that sometimes doing the opposite of everyone else is a better option. At the very least it gets noticed.
For example take BBC1. What about the idea of shutting it down at around midnight. Complete shut down, no news24 or any of that other filler stuff. Just shut it down.
It sends out a signal that this is a channel of carefully selected programming - not just a way to pump crap into your homes. I really doubt there is much benefit (in a multi-channel environment) to having news24 on there. So taking it off might be incredibly beneficial to their branding. Less is more.
You could even have Myleene Klass on the testcard. Although that is just a 'step up' from the old testcard!
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