- Thursday March 20 2008
Channel Five's digital channel Five Life is to be rebranded Fiver as part of a drive to make it "younger, faster, louder".
Five launched Five Life 18 months ago, aiming to target women with a mix of dramas, lifestyle shows, films and soaps including Home and Away and, since last month, Neighbours.
The digital channel, which was designed to compete against rival services such as Living TV, will relaunch as Fiver at the end of April with a completely new onscreen look as well as new programming such as magazine spin-off Glamour's Best Dressed.
"The channel has enjoyed considerable success since launch 18 months ago and the time is right to build on that success with an exciting raft of new programming," said Hannah Barnes, the director of programmes for Fiver and Five US.
"Fiver will hold on to the best bits of [Five] Life but be younger, faster and louder."
The new on-air look is based on the idea of a "constantly moving cursor delivering unpredictive text to the viewer".
Fiver's cursor will "reference popular culture and will change to reflect seasonal and topical events".
Five has developed the new strategy in conjunction with consultancy Dave and will support the launch of Fiver with a campaign by ad agency VCCP, with media bought by Vizeum.
"Its new position will complement the Five family perfectly," said the Five managing director of content, Lisa Opie. "It is absolutely the right time to reinvigorate the channel's identity to better reflect its development in content."
Five Life's relaunch as Fiver is the first major project Opie has taken on since assuming responsibility for the broadcaster's marketing in October last year following the departure of marketing director Jane Scott.
The launch of Fiver marks the first stage of a wider strategy to refresh the broadcaster's branding, which will include the overhaul of flagship network Five, Five US and the TV on-demand service.
Five will be hoping that the rebrand and repositioning of Five Life will emulate the success that UKTV has seen with Dave.
Since relaunching the then UKTV G2 in October last year UKTV claims that Dave has seen a tripling of audience share and viewer numbers.
Earlier this month, the RTL chief executive, Gerhard Zeiler, said that he expected Five's digital portfolio to provide "further significant growth" this year [http://www.guardian.co.uk/media/2008/mar/05/channelfive.television].
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