James, our Senior AV Manager, gives his view on Paramounts rebranding of Channel 5…

Paramount is rebranding Channel 5 to just ‘5’. This is part of a larger plan to relaunch the public-service broadcaster across all platforms (linear TV, streaming, and digital) under one unified name, similar to what we’ve seen historically with the likes of All4 rebranding to Channel 4.

Key points:

1. Rebrand: Channel 5 will become “5” in April 2025.
2. Unified platform: My5 (Channel 5’s streaming service) will be integrated into the new “5” platform.
3. Expanded content: The new platform will offer a wider range of content, including shows from other Paramount networks like MTV, CBS, and Comedy Central.
4. Pluto TV: Will remain a separate service but will offer some curated FAST channels on the new “5” platform.

MullenLowe US founder Jim Mullen once said: “Of all the things that your company owns, brands are far and away the most important and the toughest. Founders die. Factories burn down. Machinery wears out. Inventories get depleted. Technology becomes obsolete. Brand loyalty is the only sound foundation on which business leaders can build enduring, profitable growth.” This is not the first, and almost definitely won’t be the last time we see ‘5’ rebrand themselves. That being said, I do believe throughout it all ‘5’ have managed to maintain their brand identity in the UK. It’s my go-to channel for easy viewing, whether that’s reality TV, Aussie soaps and or strange documentaries, it’s a safe place where you can switch on the TV and not have to focus on what you’re watching essentially.

Will the rebrand work? It’s obviously too early to say, but I certainly don’t expect it to have a negative effect, unlike what we’ve seen at Twitter (I simply refuse to call it the new name).

Credit: James Budden, Senior AV Manager

(Image: Shutterstock/Oleg Krugliak)