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King Alfred may have had a reputation for being great, but apparently that's just not the right image for a university college.

Hampshire's newest institution launched this week, having changed its name from King Alfred's College to University College Winchester. Angry Winchester locals have accused it of abandoning its historic roots. Keith Storey, chairman of the Winchester Meadows Conservation Alliance, scoffed to the Southampton Echo : "It seems they want to compete with other universities instead of establishing their own identity." Will Mr Storey be offering to subsidise the new institution if it opts out of such tasteless competition?