E4 turning into 4seven?

[Brekkie]

I disagree completely that making it "E4 2" even branding-wise would be a good idea.

"Extra/2/+" channels are so uncreative as names, really.

Nobody would take an E4 2 channel seriously.. Again, I think something like "4M" (uttered "form") would be a good word play, and would hint at a somehow musical channel, but not exactly

I like that - though of course everyone would read it as "4 M" rather than "Form". Although it wouldn't be my choice I think E4 has cheeky enough branding to get away with "E4 2" if that's what it came too. For me it's kind of like the Radio 4 Extra / 1 Xtra type scenario where spinning off from the main channel may work better than having yet another brand to deal with.