Five Life To Rebrand As Fiver

Five Life is to be renamed Fiver as part of a project that will see all of Five’s channels undergo a branding refresh.

From the end of April the channel will have a completely new on and off air look and contain a mix of established programming and new shows.

This is the first wave in the refresh initiative that all the Five brands are undergoing and is the first major project undertaken by Five’s managing director of content, Lisa Opie, since assuming responsibility for marketing late last year.

Opie said: “I’m really excited about Fiver. Its new position will complement the Five family perfectly. It’s absolutely the right time to refresh the channel’s identity to better reflect its development in content. Fiver is the first step toward an invigorated and refreshed portfolio.”

Hannah Barnes, director of programmes for Fiver and Five US, said: “I’m really pleased with the evolution of Five Life.

“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. Fiver will hold on to the best bits of Life, but be younger, faster and louder.”

The new on-air look is based on a constantly moving cursor delivering unpredictive text to the viewer. Five says that it will reference popular culture and will change to reflect seasonal and topical events.

Five has developed the revised brand strategy in conjunction with strategic brand consultancy Dave, part of the Engine Group (see Five Appoints Dave To Refresh Portfolio Of Brands).

A marketing campaign has been developed by VCCP to support the refresh with the media planned by Vizeum.

Digital channels Five Life and Five US were launched in October 2006, coupled with the broadcaster’s biggest ad campaign since the main channel launched in 1997 (see Five Unveils Biggest Marketing Campaign In Channel’s History).

Five: 020 7550 5555 www.five.tv