Channel 5 rebranding shouldn’t come as a surprise too many. Since it’s takeover in 2014 it has been quite clear that something was in the works. But why shouldn’t it? With most company takeover you expect the new regime to have a desire to change things not for the sake of improvement but to move in a new direction showcasing their desire to improve not only the broadcasting image but also its ratings.

Channel 5 rebrand

The broadcasting channel has had its share fare of rebranding due to ownerships. The youngest of the main broadcasting channels (ITV and BBC) Channel 5 is known for its current affairs, news and of course original content. But it hasn’t been easy to differentiate themselves from their rivals and have consistently held the lowest share of ratings. This isn’t helped by their consistent behaviour in picking up old shows, from Celebrity Big Brother to Neighbours.

The rebrand will be seen throughout the Channel 5 channels, 5USA and demand 5. The new Channel 5 has been designed with its past in mind, aiming to shift away from its traditional position and focus on the present of creativity and diversity that best emulates their current show offerings.

VP of marketing Jo Bacon had this words to say:

“The new design and creative reflect the breadth of content that Channel 5 encompasses while strengthening our position among ABC1s and the 16-34 year old audience. If we can strengthen there, we will ultimately be more attractive to advertisers”.

This is a clear admission to the current failings of the channel and the importance of being an attractive channel to future advertisers.

Final thoughts

Channel 5 are at the beginning stages of their rebrand process which should be applauded. From having an incredible start to the year with their highest showing of the X Files – it reached 3.35 million views – it’s a great indication that there is more to come.