Sorted! And without blu-tack!
Ok, so I retested the signal strength upstairs and it looked like nothing (even tho' the 'power' light on the meter was bright). So I changed the battery in the meter and, hmmm, strong signal. So, why isn't it working? Tried the signal coming *out* of the PVR (with the aerial connected to the 'in'). Nothing. Hmmm. Tried an old PVR I had hanging around in the attic. Signal fine. So, all is now well, and I didn't even have to get out on the roof. It was never the masthead amp - that was fine throughout. It was the PVR. (Compounded by the meter battery.)
The moral of the story? The usual (with me): don't be a friggin' imbecile.
Thanks for all suggestions. Over & out.