Unveiling the new brand last week, alongside Alibi, which will replace UKTV Drama, UKTV said it is attempting to position Watch as a catch-up service for classic TV shows. The new channels follow UKTV's successful rebrand of UKTV G2 as Dave last year.
Watch, which replaces UKTV Gold+1, will focus on BBC programming such as Mistresses, Torchwood and Dr Who six months after their first terrestrial run on BBC TV, as well as original UKTV content.
UKTV chief executive David Abraham said the channel would act as an "anchor for the whole portfolio" of 10 UKTV channels, each of which is being rebranded in a phased roll-out.
He said there was a "strong need for a non-genre-specific linear catch-up channel" that could bring BBC content to new viewers.
Richard Oliver, managing partner, investment at Universal McCann, said: "I am not convinced by this. It is a difficult task to get the concept across to audiences.
"A technology such as Sky+ works through word of mouth, but how does this catch on? It is difficult to see where Watch fits among the access points of BBC programming."
Meanwhile, Pedro Avery, Arena BLM managing director of trading and futures, said the challenge for UKTV is "six or nine months down the line" when the brand is no longer new.
Avery added: "There is the potential for the brand to be a portal for the whole UKTV portfolio and Watch will stand out clearly on the electronic programme guide. Dave needs to be invigorated, as it has started to wane a little."
Andy Niblett, director of trading at Feather Brooksbank, said: "My concern with Watch is that it is not immediately apparent what the content would be, whereas it is obvious from Dave what it is.
"There should be more synergy between the channel name and the programming."
Agencies claimed Alibi, the new name for UKTV Drama as it refocuses to become a crime channel, has a stronger identity than Watch, but noted UKTV needs to make sure that new programming is continually added to its schedules. Oliver warned: "The [Alibi] proposition could become too narrow."
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