The major UK TV network, Channel 5, is imminently shucking its old identity and hailing in a new era as… 5.
This will mark the third rebrand since the channel’s launch in 1997, starting out as Channel 5, then changing to Five, then returning to Channel 5.
Now, it is simply transforming into the number in the numeral form, 5, across streaming and linear TV in a bid to unify the two platforms.
The move was first announced in August last year, with Channel 5 boss Ben Frow saying: ‘We know from the success that so many of our Channel 5 shows have had on Netflix that there’s a huge appetite for our content in the streaming world…
‘As we relaunch as 5, our streaming service will be a much bigger and broader offer than My5 with a significantly expanded range of content including new series and box sets in reality, drama, factual and kids from across the Paramount family.’
The president of Channel 5, Sarah Rose, echoed that it was ‘the right time to have a much closer relationship between our linear and streaming services.’
Now, we have an official date for this transformation, and it is very, very soon.
But in an era when the nation has already had to navigate the ‘pointless’ rebrand of Dave to U&Dave, this latest hit has proved one too many for those discovering it on the eve of its rollout.
‘Is everyone OK?’ commentator Scott Bryan posted on X, pointing out Dave, ITV and Channel 5’s penchant for switching up their name. He even joked about making it a category on Only Connect.
‘And yet I’ll still call it Channel 5,’ @twilightsquire declared.
”Let’s face it, we’ll still call it Channel 5 A bit like still calling this platform Twitter, or “X (formally Twitter)” because single alphanumeric names just don’t make sense!’ @gini_l agreed.
‘And after every name change everyone has still called it Channel 5 Rebranding money spent well, I’m sure you’ll agree,’ @gizmo echoed.
‘Oh, god, not another Channel 5 rebrand. This is beyond parody now. I still remember when 5Star went through several rebrands too,’ @deadeditors_ complained.
‘They haven’t tried just ‘Channel’ yet, that could work,’ gamegenie quipped.
‘I genuinely endeavour to understand what possible difference this could make to anything?’ @JackLivingston posed.
‘All their streaming thing is now 5. Which is s**t and confusing to explain to others,’ @Aidento6 complained.
The rebrand is also prompting change in how the TV channel is putting out its content.
Channel 5 is the UK home for Australian soap opera Home & Away and has just announced that the show is jumping to a streaming-first model in line with the launch.
This means that from this week fans can stream new episodes of Home and Away from 6am each weekday on 5, almost 20 hours ahead of it appearing on air.
5 will launch on Wednesday, March 12.
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