'Five' as a brand reflects the evolution the channel is undergoing in programming and in becoming a more confident and distinctive viewer proposition. This campaign set out to achieve three key objectives: to clarify the channel's creative strategy to refresh the channel's on-screen identity and to address the gap between the common perceptions of Five and the new reality of our programming – stimulating viewers' reappraisal of Five's programmes and brand.Ĭhannel 5 was a name 'Five' is a brand. The channel's director of marketing at the time, David Pullen, said: On 16 September 2002, Channel 5 re-branded to Five, in a multimillion-pound project directed by Trevor Beattie. The first advert shown on Channel 5 was Chanel No. Overall, an estimated 2,490,000 tuned in to see Britain's fifth free channel launch, a figure higher than that achieved by launch of Channel 4, fourteen and a half years earlier. The rest of the Channel 5 launch night schedule, along with the official viewing figures, was as follows: Time Presenters Tim Vine and Julia Bradbury introduced the nation to the UK's fifth (sixth including S4C) terrestrial channel with half-an-hour of previews. featured the Spice Girls singing a re-written version of Manfred Mann's hit " 5-4-3-2-1" as "1-2-3-4-5". The channel's launch on 30 March 1997, Easter Sunday, at 6 p.m. After re-tuning, around 65% of the population's televisions could view the channel on launch night. Ī series of pre-launch screens were displayed on the frequencies Channel 5 would begin broadcasting on in the months before launch as well, including a trailer for the channel and information screens. A logo (a numeric "5" within a circle) and visual motif (a "candy stripe" bar of colours, reminiscent of TV test cards) were used, and an attempt was made to establish a collection of Channel 5 faces through the spring of 1997, billboards of Jack Docherty were displayed, along with other unknown characters. The channel would be both modern and mainstream. Wolff Olins and Saatchi & Saatchi were the main companies behind the pre-launch advertising campaign: "Give Me 5". History įurther information: Timeline of Channel 5 Pre-launch The channel has been very successful with imports from the United States in particular, including the CSI franchise, the NCIS franchise, the first three series in the Law & Order franchise, Power Rangers, The Mentalist, Body of Proof, Once Upon a Time, Dallas, Under the Dome and sitcom Friends (also on Comedy Central UK). Ĭhannel 5 is a general entertainment channel that shows both internally commissioned programmes such as Our Yorkshire Farm, The Gadget Show, The Hotel Inspector, and Can't Pay? We'll Take It Away! and foreign programmes. On the channel was acquired by Viacom (now Paramount Global) for £450 million (US$759 million). Richard Desmond purchased the channel from RTL on 23 July 2010, announcing plans to invest more money in programming and return to the name Channel 5 with immediate effect, and it was relaunched on 14 February 2011. It is the fifth national terrestrial channel in the United Kingdom and is owned by Channel 5 Broadcasting Limited, a wholly-owned subsidiary of American media conglomerate Paramount Global, which is grouped under Paramount Networks UK & Australia division.ĭuring ownership by the RTL Group, it was branded as Five between 16 September 2002 and 13 February 2011. Channel 5 is a British free-to-air public broadcast television channel launched in 1997.
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