Five Life To Be Relaunched As Fiver

Channel Five's digital channel Five Life is to be relaunched as Fiver at the end of April, it has been announced.
The channel, which launched 18 months ago and features a mix of programmes including dramas, lifestyle shows and soaps including 'Home And Away' and 'Neighbours', will have a new onscreen look and will feature a number of new programmes, including US reality show 'Celebrity Rehab' and magazine spin-off show 'Glamour's Best Dressed List'.
Hannah Barnes, Director of Programmes for Fiver and Five US, said that the new-look channel would "hold on to the best bits" of Five Life, but would also be "younger, faster and louder". She added that the channel had enjoyed "considerable success" since its launch, but it was now the right time to build on the success with "an exciting raft of new programming".
The new look was devised in conjunction with brand consultancy Dave and will be supported by an advertising campaign.
Five said that the new look would be based on the idea of "a constantly moving cursor delivering unpredictable text to the viewer". The cursor will "reference popular culture and will change to reflect seasonal and topical events".
Fiver's launch is the first step of a planned refresh of all Five's channels by Five's Managing Director of Content Lisa Opie. She said: "It's absolutely the right time to refresh the channel's identity to better reflect its development in content."
(KMcA)