Five (TV channel)

Five (TV channel)
Robert Lamb · CC BY-SA 2.0 · source
Name	Five
Launched	31 March 1997
Closed	(rebranded as Channel 5 in 2011)
Country	United Kingdom
Language	English
Owner	ViacomCBS (Paramount Global)
Former names	Channel 5
Headquarters	London

Five (TV channel) was a British free-to-air television channel launched on 31 March 1997 as Channel 5 and later referred to as Five between 2002 and 2011. It formed part of the portfolio of broadcasters in the United Kingdom alongside BBC One, ITV1, BBC Two, Channel 4, and Sky One. The channel became noted for acquiring off-network imports, commissioning original entertainment formats, and competing in the commercial broadcasting market with program strategies that intersected with groups such as Viacom, RTL Group, ViacomCBS, and production companies including Endemol, Shine Group, and All3Media.

History

The channel's genesis involved a contested franchise process featuring bidders like Pearson Television, CanWest, and Flextech, with regulatory oversight by the Independent Television Commission and later the Ofcom framework. Initial leadership included executives formerly associated with Granada Television and Thames Television; launch presenters and production partners drew talent from BBC News, ITV News, and independent studios such as CITV suppliers. Under the ownership of RTL Group interests and subsequent acquisition by Northern & Shell proprietor Richard Desmond, the channel pursued schedules that placed repeats of Coronation Street-era imports and US dramas against scheduling on BBC One and ITV. In 2010, Viacom agreed a takeover, completing consolidation with networks like MTV, Nickelodeon, and Comedy Central under a corporate umbrella that later became ViacomCBS / Paramount Global, prompting strategic rebranding and investment in original commissions.

Programming

Five's programming slate combined acquired US imports such as The Simpsons, CSI: Crime Scene Investigation, Law & Order, and Friends with UK commissions like entertainment shows produced by Endemol and factual series produced by RDF Media. The channel carried blockbuster film deals from studios including Warner Bros., 20th Century Fox, and Universal Pictures, and scheduled daytime magazines, reality formats influenced by Big Brother (TV series), and documentary strands inspired by broadcasters such as Channel 4 and BBC Two. Children's programming blocks featured series from Nickelodeon and collaborations with Cartoon Network licensors. News and current affairs were provided through partnerships with agencies including Sky News and production houses linked to former BBC News staff, while sports rights negotiations occasionally touched on events controlled by Sky Sports and BT Sport.

Branding and Identity

The Five brand evolved from the original Channel 5 launch idents to a streamlined identity in the early 2000s featuring a numeric motif adopted across promos and on-screen graphics, echoing practices used by broadcasters like ITV and Channel 4. Visual rebrands employed agencies that had created packages for BBC One and international channels within the Viacom group, aligning Five’s look with cross-platform assets including digital players and promotional campaigns tied to franchises such as MTV and Paramount Pictures. Taglines and marketing activity referenced major acquisitions and seasonal schedules, with logo revisions reflecting corporate ownership changes after acquisitions by Northern & Shell and Viacom.

Audience and Reception

Audience measurement involved ratings services like BARB and advertising assessments used by agencies such as WPP and GroupM. The channel’s demographic targeting aimed at adults 16–34 and 25–44 cohorts, competing for share against commercial peers including ITV and subscription services like Sky Atlantic. Critical reception varied: some reviewers from outlets like The Guardian and The Daily Telegraph praised accessible commissioning and mainstream imports, while trade publications such as Broadcast (magazine) critiqued scheduling choices and investment levels compared with public service broadcasters including BBC One and Channel 4. Academic commentators referencing media studies at institutions like Goldsmiths, University of London and London School of Economics discussed Five’s role in the liberalisation of UK broadcasting.

Distribution and Availability

Five was distributed via terrestrial multiplexes operated by Freeview, satellite platforms such as Sky and Freesat, and cable systems including Virgin Media. International carriage agreements mirrored those of sister networks within the Viacom family, enabling content exchanges with channels like MTV and Nickelodeon across Europe. Digital strategy incorporated on-demand services in line with competitors' players from BBC iPlayer and ITV Hub, and the channel’s availability shifted with multiplex allocations and carriage negotiations involving operators such as Arqiva.

Controversies and Criticism

Five faced controversies over scheduling adult films and provocative programming that drew scrutiny from regulators including the Independent Television Commission and later Ofcom, and criticism from campaigners and advocacy groups such as Mediawatch-UK. Complaints centered on watershed enforcement, content standards, and the provenance of imported material, prompting rulings comparable to those involving Channel 4 and ITV in high-profile adjudications. Ownership questions during the Northern & Shell era sparked debate in parliamentary and industry circles referencing figures from Ofcom and commentators in The Times and The Independent about media plurality and concentration within conglomerates such as ViacomCBS.

Category:Television channels in the United Kingdom