Name change
I think we can presume that the bmi service and DUB route would have been pulled regardless of the name change.
The change to DTV was at a time when a lot of airports were doing the same and the MME management for better or worse thought they would get in on the act.
I really struggle to imagine MME in any better a situation under Teesside International...although they would have saved thousands rebranding of course.
P.S I am not an employee of DTV or associated companies!