If you're one of those people who like garbled intros and live television that's so live it's like totally quirky and a little bit rubbish and stuff, then based on a patchy opening night, London Live may be just the channel for you.
London Live, from the same stable as the Evening Standard, launched on Monday night with a fairly awkward broadcast from the South Bank which fizzled out as the presenter ambled about trying to fill 30 minutes of air time with 30 seconds of pretty weak material.
That false start was followed by a "quirky and cool" (their words) topical magazine show called 'Not The One Show', the title of which perhaps seemed a good idea at the time. 'Not The One Show' (see, it's already sounding like a very tired joke) featured a panel of people enthusiastically talking over each other in an apparent attempt to see who could make some topical stories seem as fatuous and disinteresting as possible.
The highlights of 'Not The One Show' (not only a tired joke but surely also a sign of very low ambitions) were a caption on screen during one item which simply read "Good Interviewee, Doesn't want to appear on camera" and a presenter who was apparently surprised that "live" television actually happens live.
"I can see myself on screen I just realised," he said at one point during a piece to camera.
He then went on to review a film by telling us: "I'm not really sure what I think about it... But I'm a big fan."
And the repartee in the studio wasn't much better.
"You look like you might have had mice," said one presenter.
"You know what, I've never had mice," responded the other.
Despite plenty of opening night evidence to the contrary, Monday's Evening Standard had dutifully promised readers that its sister channel, with a shared-owner in Evgeny Lebedev, would usher in a brilliant new era for television:
In fact, Monday's Evening Standard featured four pages of excited advertorial promoting London Live, with the lead article written, appropriately enough given the three-line whip which was no doubt in place, by the paper's political editor.
Over at Lebedev's other newspapers they were similarly excited. The Independent made London Live show 'Food Junkies' one of its Critic's Choices, which even on a night of slim pickings on TV seemed overly generous upon watching it, while in the i paper London Live was called "an enormous opportunity to change the British television landscape, restoring faith in the medium among a generation that feels alienated by mainstream channels".
Where the channel did appear to strike a chord with some viewers was through its decision to buy up old episodes of shows such as Channel 4 hit 'Misfits' which proved popular on opening night with some on Twitter, while 'Brothers With No Game' - a comedy show which had previously established a fan base on YouTube - also generated a fair few positive comments online.
But proving popular shows, or even popular YouTube content can be relatively popular on another channel or another platform is surely far from changing the television landscape. If it is to achieve such a lofty ambition, based on its opening night London Live will need to improve the quality of its original content considerably - and quickly - not least because the audience it is courting, in an age of countless entertainment choices online, on console, on smartphone and on-demand, are not famed for their patience.