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(Redirected from Five (TV))
'Five', launched in 1997, is the fifth and final national terrestrial analogue television channel to launch in the United Kingdom. Originally called Channel 5, the channel rebranded to Five in 2002.
'Channel 5 Broadcasting Limited' (as of 2006, still the legal name of the company, though it now trades exclusively as ''five'') was licensed by the UK Government in 1995 after an exhaustive bidding process that lasted from 1993 and throughout 1994. The initial round of bidders, which included a network of city-TV stations planned by Thames Television, was rejected outright and the Independent Television Commission contemplated not awarding the licence at all.
The difficulty with the project lay in use of television broadcast frequencies that had been allocated to RF outputs from domestic video recorders. To achieve national coverage, large numbers of domestic video recorders (which output at a nearby frequency) had to be retuned or fitted with a filter, at the bidding company's expense.
The project was revived in mid 1994 when the Independent Television Commission re-advertised the franchise. Tom McGrath, then-president of Time Warner International Broadcasting, put together a revised frequency plan with NTL and consulting engineer Ellis Griffiths, involving less re-tuning and greater signal coverage. Lord (Clive) Hollick, then CEO of Meridian Broadcasting (later United News & Media, and now UBM) took up the project as lead investor as UK law prohibited Time Warner from owning more than 25%. Pearson Television, who by now owned original licence bidders Thames Television, also came on board. Ironically, when McGrath left to become President of Paramount, Time Warner dropped out of the project and was replaced by CLT. Pearson Television and CLT later merged, becoming RTL Group who, as of 2006, control the network, after buying UBM's share. After Holleck became involved, he and McGrath brought on board Greg Dyke (later chairman of the BBC) to be the interim CEO during the application and launch phase of the project.
Wolf Olins and Saatchi & Saatchi were the main companies behind the pre-launch advertising campaign: "Give Me 5".[1] The channel would be both modern and mainstream. The "5" logo (a numeric "5" within a circle) and "candy strip" (a bar of colours) was used, and an attempt was made to establish a collection of "C5 faces"; hence through the spring of 1997, billboards of Jack Docherty were displayed, along with other unknown characters.1
However the main issue around the pre-launch hype was the retuning of thousands of video recorders so that viewers could actually view the channel. The British frequency plan was designed for four channels; Channel 5 could be squeezed into the allocated frequencies that became vacant, however in order to be distributed broadly like its opposition, a clumsy re-wiring process had to take place. It gave a somewhat farcical impression to its future viewers. It also created confusion as to where the channel could be viewed, simply because in some regions of the country it wasn't (and in some places still isn't) possible for the channel to be broadcasted; this is due to the fact the channel could cause interference with French networks.
A series of pre-launch screens were displayed on the frequencies channel 5 would begin broadcasting on in the months before launch as well, these included:
★ A local "give me 5" screen that was broadcast in Croydon on January 26 1997. It gave various transmitter information and numbers to call for viewers with difficulty.
★ On the 25th February 1997 a fresh "wavy flag" design was broadcast, displaying similar information as the previous screen. It would remain for six and a half minutes, before the three and a half minute long trailer was distributed. This screen was altered accordingly to the area where it was shown.
★ The "give me 5" trailer (shown between 25 February and 22 March 1997) featured a collection of previews, it told the viewers what to expect from the UK's newest channel:
★
★ "Give me action" England's World Cup Qualify against Poland.
★
★ "Give me News" Kirsty Young changes the face of news reporting.
★
★ "Give me kids stuff" a preview of Channel 5's children's entertainment output.
★ On the 26th of March an animated version of the channel 5 logo was broadcasted.
In the last week before launch, the Spice girls featured in a three second promotional advert saying: "Channel 5, Easter Sunday, 6pm!"
After an exhaustive re-tuning system, 65% of the population could view the channel by launch night.
The Spice Girls launched the channel with a re-written version of the 60s hit "5-4-3-2-1" song on Sunday 30 March 1997 at 18.00. Presenters Tim Vine and Julia Bradbury introduced the nation to the UK's fifth free terrestrial network with half an hour of previews, given the title as "Give me 5!".
The rest of 'The Channel 5 launch Night schedule', along with the 'official viewing figures' were as follows:
★ '18.30': Family Affairs - The first episode of Channel 5's very own soap ''(1.72 million viewers). ''
★ '19.00': Two Little Boys - A one-off documentary, written and presented by David Aaronovitch, following the childhoods and early careers of then Prime Minister of the United Kingdom John Major and Leader of the Opposition Tony Blair ''(0.68 million viewers).''
★ '20.00': Hospital - a one-off comedy ''(1.12 million).''
★ '21.00': "Beyond Fear" - a one-off drama ''(1.70 million).''
★ '22.30 :' The Jack Docherty Show - 5's very own 5 nights a week chat show ''(1.16 million).''
★ '23.10:' The Comedy Store Special - Stand-up comedy and interviews with comedians ''(0.73 million).''
★ '23.40:' Turnstyle - Sports preview show ''(0.49 million)''
★ '00.10:' Live and Dangerous - Channel 5's all night sports strand ''(0.08 million)''
★ '05.30:' Give me 5! - Another chance to see the Spice Girls launch the channel ''(0.03 million)''
'2.49 million tuned in to see Britain's fifth free network launch' - a figure higher than the launch of Channel 4 15 years earlier.
On Monday 21 August 2002, Channel 5 re-branded to Five, in a multi million pound re-launch. It was an attempt to shake off the reputation as a tacky-smut wielding machine that the channel picked up, due to its cumulating risqué output of the past. The project was directed by Trevor Beattie. The Director of marketing was David Pullin, who said: ''"This campaign set out to achieve three key objectives: to clarify the channel's creative strategy; to refresh the channel's on-screen identity; and to address the gap between the common perceptions of Five and the new reality of our programming - stimulating viewers' reappraisal of Five's programmes and brand.
Channel 5 was a name; 'Five' is a brand. 'Five' as a brand reflects the evolution the channel is undergoing in programming and in becoming a more confident and distinctive viewer proposition."''
Three consultancies were selected to assist the marketing scheme that was devised by Pullen and his team; WalkerBannisterBuss, design agency Spin and advertising company TBWALondon; who all worked within five's marketing department.
On 27 February 2004 it was reported that Five and Channel 4 were discussing a possible merger; this was widely seen as a potential upset for Channel 4's pride. Some comics joked that the merged company should call itself ''Chanel 9'' after the spoof foreign network on ''The Fast Show''. Channel 4 and Five announced that merger plans were being called off in November of that year.
On 20 July 2005, RTL Group paid £247.6 million for United Business Media's 35.4% stake in the channel. The acquisition was approved on 26 August 2005.
British television has undergone a lot of change since Five's launch with the huge growth in Digital television. See ''Digital television in the United Kingdom''.
On 18 November 2005, it was announced that Five had bought a stake in DTT's pay-TV operator, Top Up TV. It was said that the investment may lead to the development of new free and pay services on DTT, and other platforms.[2]
Following this, Five launched two new digital TV channels in autumn 2006 on Freeview, Sky and Virgin Media:[2]
★ Five Life, launched on 15 October 2006, providing pre-school shows under the 'milkshake!' banner as well as drama, films, soaps, popular factual and lifestyle shows aimed at women.
★ Five US, launched on 16 October 2006, offering drama, films, sport, comedy and youth programming from across the Atlantic.
Spin-offs from Five's existing hits also air on the new outlets.
The channels use Digital Terrestrial space that was previously occupied by Top Up TV's channels, but viewers will not require a Top Up TV subscription, or pay extra to receive the new channels. The channels will be funded by a "substantial additional investment" from the broadcaster's parent company RTL.[4]
The British frequency plan had only allowed for four channels to be transmitted over the whole of the UK using analogue terrestrial transmitters. The ITC had identified that UHF channels 35 and 37 could provide coverage of around 70% of the UK population. However, these channels were used by many domestic video recorders for RF connection to television sets. Before the channel could launch on Easter Sunday 1997 the broadcaster had to provide over-the-phone instructions or visit any home that complained to retune the video recorder or fit a filter to completely block the Channel 5 signal.
However, for many transmitters channels 35 and 37 were 'out of group', which meant that the roof-top receiving aerials were specifically designed to filter out Channel 5's broadcasts. Many people either could not receive the channel at all, or required a new aerial. The broadcaster has added to the transmitters to improve the analogue terrestrial coverage since that time. The channel was also provided on the analogue Astra/BSkyB service, which enabled people outside of the terrestrial reception areas to receive it via a satellite dish.
Unlike the other four analogue British television channels, the channel cannot be received via analogue terrestrial broadcasts in many areas, including some parts of the south coast of England, where the signal would otherwise interfere with signals from television stations in France, many areas in Scotland, most of Wales and parts of Cumbria. The channel is available on all digital platforms (Sky Digital satellite, and Freeview digital terrestrial, and also most cable operators).
The channel was the first in the UK to use a permanent digital on-screen graphic, which was unpopular with the viewing public and removed altogether on 16 September 2002.[5]
Below is the official audience shares in percent for Five since 1997. Generally, Channel 4's audience share lingers around the 10% margin, and BBC One and ITV's share lingers around 20%-30%.
1997: 2.3%
1998: 4.3%
1999: 5.4%
2000: 5.7%
2001: 5.8%
2002: 6.3%
2003: 6.5%
2004: 6.6%
2005: 6.4%
2006: 4.9%
2007:
In the early days, the station had audience figures so low they were non-existent; thanks in part to the weak daytime programming and cheap U.S imports that took up much of the channel. Early evenings were dominated by lifestyle and cooking shows, before Kirsty Young turned up at half eight for the main evening news (praised for its informative presentation). The focus of the channel was the 9pm film, though the quality would vary, with TV movies often aired in place of cinematic releases. Ratings for the channel's soap opera ''Family Affairs'' were much lower than the soaps aired by other terrestrial channels, and the channel offset the weak primetime performance with risque late-night programming such as ''Red Shoe Diaries'' and ''Sex and Shopping''. The channel did gain high ratings for football matches, and this caused then-Programming Director Dawn Airey to stress that the channel was about "more than just films, football and fucking!", though this quote is still often misquoted as a description of the channel's programming strategy rather than as a denial of said strategy.[6] In an attempt to shake off this negative image, the channel re-branded as "five" in a multi-million advertising campaign.
''Family Affairs'' was pulled on 30 December 2005, due to low ratings freeing up £10 million for other programming. Since 2002, Five has pursued an aggressive acquisition strategy, and now airs several of the highest-rating American dramas, including ''Grey's Anatomy'', all three ''CSI'' franchises, ''House'', three of the ''Law & Order'' franchises, ''Shark'' and ''Prison Break''. The channel also poached talk-show host Trisha Goddard from ITV to shore up its daytime schedule, and also bought the rights to Australian soap opera ''Home and Away''.[7]
As a public service broadcaster, Five is required to show educational programmes, including some moderately successful documentaries, such as the ''Hidden Lives'' series. In 2005 Five acquired another public service figleaf - the rights to the annual Royal Institution Christmas Lectures.
Five aired cult prison drama ''Prisoner Cell Block H'', running all 692 episodes between April 1997 and February 2001 and they also bought another Australian soap, ''Sons and Daughters'', running all 972 episodes between 1998 and 2005. Five also aired two popular American soap operas ''Sunset Beach'' and ''The Bold and the Beautiful'' every weekday morning with an omnibus edition of ''Sunset Beach'' every Saturday from 1998 to 2001. After the end of ''Sunset Beach'' in 1999, Five aired the remaining episodes up till early 2000. Five then replaced it with another popular American soap opera ''Days of our Lives''. However after poor ratings ''Days of our Lives'' was also dropped from Five's weekday morning schedules in 2002. Soon after ''The Bold and the Beautiful'' was also abruptly dropped from the weekday morning schedules and as of 2007 they have not replaced the morning schedule with any soap operas.
One of Five's other popular programmes was the New Zealand teenage futuristic drama series ''The Tribe'' which they aired in its entire run of five seasons from 1999 to 2003. After the end of each season they usually repeated each season's episodes on Weekday mornings in the school summer holidays. After the end of the fifth season, there were plans for a sixth season which have not materialized. Five has also aired the ''The Tribe'' spin-off ''The New Tomorrow'' in 2005 which has so far only lasted one season.
Five obtained the rights for Australian soap opera ''Home and Away'' in 2001, and the cancelled music show '' both in a bidding war with ITV, though it failed in a bid to buy terrestrial rights for ''The Simpsons'' which went to Channel 4. Five later decided to drop plans to bring back ''CD:UK''.
Five beat the BBC to the format rights for a UK version of ''The Mole''. This was well received, and attracted a moderate audience for the channel. The website UKGameshows.com announced that The Mole beat ''The Crystal Maze'' to win its first reader poll to find the best UK gameshow of all time. Five also aired the popular game show ''Fort Boyard'' from 1998 to 2002. In 2003, Five acquired the rights to the cult show ''Robot Wars'', previously shown on BBC2, though the show ended soon after this, and repeats of previous series went out on Sky One in late 2006.
Five has recently aired ''Make Me A Supermodel'', a reality show where contestants try to win a contract with ''Select Modelling'' Agency. The show has had two series, and the second series was also featured on Five Life. Another reality TV strand is ''Trust Me, I'm A...'', which features celebrities performing different jobs. This strand has so far had two incarnations, ''Trust Me, I'm A Holiday Rep'' and ''Trust Me, I'm A Beauty Therapist''.
On May 18, 2007, Five acquired the rights to Australian soap opera ''Neighbours'' from the BBC after outbidding ITV1. This will be the second time the two UK networks have fought over an Australian soap. Back in 2001, Five won the rights over ITV to air ''Home and Away'' (another popular Australian soap) when ITV's contract with ''Home and Away'' ended.
On the same day Five announced it won the rights to air ''Neighbours'', the channel announced it would launch a new game show called ''Payday''. A brand new primetime weekday quiz that gives eight players the chance of winning one of their fellow contestants' annual salaries. Five was excited about the new prime-time quiz show, but the show didn't meet expectations and received hardly any press attention which equalled in a lack of people watching the show. Ironically, from 16th July 2007, a format in a similar vein called ''Win My Wage'', presented by Nick Hancock, has recently started screening on Channel 4 in the ''Deal or No Deal'' slot while it takes a summer break. Although viewing figures are reportedly slightly lower than the usual average for that time of day, the format seems to have had more early success in its teatime slot than its peaktime counterpart on Five.
In the early days, Five's morning schedules were clogged up with American imports such as soaps ''The Bold and the Beautiful'' and ''Days of our Lives''. These only gathered small audiences and the rest of its early morning output wasn't any more successful. Shows like "Espresso" and "Exclusive" failed to garner any success, as did American talk show "Leeza". In these late nineties days, the only feature of any credibility in the channels morning/daytime output was the above average milkshake, that received rather pleasing infant following.
In 2003 however, there were signs of the channel steadily moving upmarket. It attempted to strengthen its morning output to draw viewers away from the fierce competition of the other networks. Terry Wogan and Gaby Roslin arrived to host the morning talk show ''The Terry and Gaby Show''. The show only lasted a year, failing to pull in the viewers.
Then 2004, Five's daytime scheduling was re-crafted once more, its morning line-up has become extremely strong since then. After popular children's block programming show ''Milkshake!'', the channel switches to ''The Wright Stuff'', a morning debate show with celebrity guests on the panel debating major issues of the day. This is followed by British talk show host Trisha Goddard hosting her new show on Five, (after she left ITV in 2003). At 11.30 ''Five News'' airs, followed by a repeated episode of the previous night's episode of ''Home and Away'' at 12.00 normally presented by John Suchet,Helen Fospero or Kirsty Young. Until recently, at 12.30 Five would air its popular quiz show ''BrainTeaser'' which was presented by Alex Lovell. However, after four years, Brainteaser has been pulled for the time being, following the revelation that production staff faked winners on the show's premium-rate call-in competition. In the afternoon Five airs two made for TV movies (mostly American imported) known as ''Five's Afternoon Movie'' section. From 2008, Five will become the new home for Australian soap ''Neighbours''. The show has been broadcast on the BBC since 1986 but they have recently lost the contract. Five acquired Australian soap ''Home and Away'' from ITV a few years ago, and ''Neighbours'' is expected to add to this premiership. ITV lost out on the show which is made by FremantleMedia Australia (which is also owned by RTL, the owners of Five).
Lifestyle programming forms a major part of Five's schedule. This includes property shows, such as ''House Doctor'', presented by Ann Maurice, ''Build A New Life In The Country'' and ''How Not To Decorate'', presented by Colin McAllister and Justin Ryan. Other lifestyle shows include ''Diet Doctors'', ''Colin & Justin's Wedding Belles'', and ''The Hotel Inspector''.
Five's pre-school programming block Milkshake! airs from 6.00 to 9.00 daily. The block has a number of presenters, including Eddie Matthews and Naomi Wlkinson, and features a range of pre-school programming, including ''Fifi & the Flowertots''. ''Peppa Pig'' and ''Hi-5''. Until recently, the channel also had a block called Shake! on weekends, which was aimed at an older audience. However, Five recently removed the Shake! block from its schedules. [8]
Five has purchased a Toonami branded block from Turner to start later in the year. [9]
Among Five's most popular programmes are its acquired dramas, including '', and also '', '', Charmed, ''Criminal Minds'', ''House'', ''Law and Order'', ''NCIS'', ''Grey's Anatomy'', ''Prison Break'', ''Big Love'' and ''The Shield''. The second and final season of ''Friends'' spin-off ''Joey''[10] will air in 2007. ''Two and a Half Men'', ''Everybody Hates Chris'', ''Becker'' and ''Out of Practice'' also air on the channel.
In 2006 the channel aired a commissioned drama, ''Tripping Over'' (a co-production with Network Ten), which has been given the green light for a second series in 2007. Five also aired ''Perfect Day'', a commissioned British drama, in 2005. The success of this one-off drama led to the commissioning of a prequel and a sequel, ''Perfect Day: The Millennium'' and ''Perfect Day: The Funeral'', which were aired in 2006. British comedies such as sitcoms ''Suburban Shootout'' and ''Respectable'', and sketch show ''Swinging'' have also been shown.
In 2007, Five started big advertising campaigns for its most popular dramas, including the second seasons of ''Prison Break'' and ''Grey's Anatomy''
Late-night sports programming has been a feature of the channel since its launch, especially focusing on live coverage of major North American sports. The channel has covered Major League Baseball games, both regular season and playoffs since its first week on air, and also covers regular season National Football League and National Basketball Association games. Until 2004, it also covered the regular season and Stanley Cup playoffs of the National Hockey League; following the lost 2004-05 season, the broadcast rights passed to NASN. However, since 4 January 2006, Five is once again showing the NHL every Wednesday night. With the conclusion of ''Family Affairs'', Five's MLB baseball coverage is the longest continuously run programme on the channel. Jonathan Gould and Josh Chetwynd are the co-hosts.
Five also shows a mix of European and international club football, notably coverage from the Netherlands Eredivisie, Portugal's SuperLiga, Primera División Argentina and Copa Libertadores from South America. They have recently acquired the rights to the Italian Serie A 2007/8 season. Five has also regularly picked up the right to the international FIFA Confederations Cup competition, showing live matches and delayed coverage. It also shows coverage from the UEFA Intertoto Cup and UEFA Cup when British teams are involved. In 2007, the channel obtained rights to the Major League Soccer (MLS) match between Toronto FC and Los Angeles Galaxy on 4 August 2007; the match was expected to be David Beckham's first competitive match as a Galaxy player.
Five also show David Beckham's Soccer USA, a new show presented by Tim Lovejoy on Wednesdays at 7:15pm during the MLS season to show highlights of the weeks games, funny moments and also interviews with David Beckham on his latest match and also Tim is joined by guests who talk about the MLS and their favourite MLS Team.
In 2005 Five secured the rights to show highlights of all of England's test and one-day cricket matches. This followed a period of much publicised success for the English cricket team and when the exclusive live rights to home England matches were controversially awarded to Sky Sports, Five was a surprise choice to pick up the highlights in light of Channel 4's excellent coverage and the BBC's previous interest. Prior to Channel 4, the BBC had held rights and Five were newcomers to cricket but the coverage has taken up where Channel 4 had left off in its coverage and has secured past cricketers such as Simon Hughes and Geoffrey Boycott to offer expert analysis on the day's play.
''Cricket on Five'' (which shows daily highlights of England's cricket matches) airs at 7:15pm and has became extremely popular with cricket fans. With Five proving to give excellence coverage of England's cricket, Five has raised its reputation as a first class UK broadcaster.
The channel has also covered motorsports, most notably Moto GP from 2000 to 2002 showing every race live before rights were snapped up by the BBC. For a brief time, Five showed professional wrestling in the form of the WCW Worldwide show between Summer 1999 and March 2001, when the company was purchased by World Wrestling Entertainment, and ceased to produce any more shows.
Quiz Call is broadcast simultaneously on Five, Five Life and Five US on the following days:
★ 00:00 to 04:30 every Thursday
★ 00:00 to 05:30 every Friday and Saturday
The phone-in quiz show invites viewers to play along for a chance to win cash prizes in return for solving on-screen puzzles. Entrants must be aged eighteen or over to participate and each call and SMS text is charged whether an entrant successfully gets through to the show or not.
'The Logo:'
★ The original "Five" logo was a numeric "5" within a circle, sometimes accompanied by "candy stripes" of five colours (an idea based around the colour bars used by vision engineers to monitor picture output). It was the channels corporate logo from the launch of 1997, up until the re-brand of 2002; of which the logo was removed. Between the years of 1997-2002, five was the only channel to have stapled to all of its programmes a DOG (Digital on-screen graphic) in the left hand corner; it was the logo. For the channel's five years as "Channel 5" the logo was a permanent fixture, however it was immediately hated by its viewers.
On April 14 1997, teletext's logo poll specifically for five, took place. Teletext reported that 70% of viewers were in favour of the logo to be removed from the screen. Channel 5 however, refused to remove it; though did state since launch, the DOG had been toned down. Channel 5 explained their reasons for keeping the DOG on screen, in an interview on the 30 March 1997, they explained that:
''"[Channel 5's] candy stripes are intended to join the Nike tick, the Levi's tab and the three Adidas stripes as signifiers of belonging...
Brand identity is the new holy grail of marketing... Product recognition is the winning move in the new consumer system. Channel 5 is being sold like a car or a running shoe. Not surprisingly it will be the first of our terrestrial channels to wear its own label on the outside...
"Consumers are very brand-conscious these days..." "...and we are definitely describing ourselves as a very modern channel. It would be curious to launch an old-fashioned channel without an image in the era of Next, Levi's and Nike."''
★ On the multi-million pounds re-brand as simply "five", the logo was replaced with a further basic design; the word "five" in lowercase characters. This was not featured on screen, because the company believed it was no longer necessary. The problem with this current logo however, is it is far too vague and lacking in any distinct feature; hence take it out of context and viewers probably wouldn't immediately recognise the logo, and where it is from. There has been no decision to alter the channel's latest logo yet.
'The Break Bumpers:'
★ "Channel 5" had two break bumpers; the original was a shorter version of the the channel's "candy strip", it was later replaced with a longer and thinner version.
★ "five" has had the same break bumper since the re-brand of 2002. A brief flash of the channel's logo in a varety of different colours.
'Recent Idents:'
★ On 23 January 2006, Five launched new idents which were based on human emotions. Instead of displaying the channel's logo, each ident displays a word that is suggestive of what is being shown (using Five's current branding style), such as 'love', 'hope', 'rush' and 'live'. Prior to the re-launch Five released a preview of the "love" ident. The ident features sperm with the word "love" forming from an egg. However as of January 2007, some of the idents have been re-edited with the emotion names replaced with the word "Five" yet again.
★ Five aired new Christmas idents, supporting the Christmas homeless appeal in the UK. Starting on the 11 December, the idents feature a forest, a post box, a narrowboat and a train, culminating with a final cityscape all decorated with Christmas lights. As well as the word 'five' the word 'give' also appears in these unique idents.
★ Five celebrated its tenth birthday in 2007, from the 26 March - 30 March. Special idents were shown with the slogan 'Five is Ten' to celebrate ten years since the channel's launch in 1997.
★ List of British television channels
1. Channel 5
Give me five
2.
3.
4. Five unveils digital TV channels
5. Channel 5 is Five
6. Wearing nothing but Channel No 5 - Focus - The Observer
7. End of the Affairs for Five soap Tom Bishop
8. Five drops Shake block : ToyNews
9. Licence Details For Toonami
10. FRIENDS - JOEY CANCELLED
★ five.tv
★ RTLGroup
★ thisisfive.co.uk
'Five', launched in 1997, is the fifth and final national terrestrial analogue television channel to launch in the United Kingdom. Originally called Channel 5, the channel rebranded to Five in 2002.
Company
Channel 5 generic logo, 1997-2002. Variants of this version were seen frequently prior to the launch, though the coloured bars remained in some form or another until 2002
One of the Channel 5 idents used from 1999-2000
Five logo used from 2002-Present
The difficulty with the project lay in use of television broadcast frequencies that had been allocated to RF outputs from domestic video recorders. To achieve national coverage, large numbers of domestic video recorders (which output at a nearby frequency) had to be retuned or fitted with a filter, at the bidding company's expense.
The project was revived in mid 1994 when the Independent Television Commission re-advertised the franchise. Tom McGrath, then-president of Time Warner International Broadcasting, put together a revised frequency plan with NTL and consulting engineer Ellis Griffiths, involving less re-tuning and greater signal coverage. Lord (Clive) Hollick, then CEO of Meridian Broadcasting (later United News & Media, and now UBM) took up the project as lead investor as UK law prohibited Time Warner from owning more than 25%. Pearson Television, who by now owned original licence bidders Thames Television, also came on board. Ironically, when McGrath left to become President of Paramount, Time Warner dropped out of the project and was replaced by CLT. Pearson Television and CLT later merged, becoming RTL Group who, as of 2006, control the network, after buying UBM's share. After Holleck became involved, he and McGrath brought on board Greg Dyke (later chairman of the BBC) to be the interim CEO during the application and launch phase of the project.
History
"Give me 5!" the Pre-launch hype
Wolf Olins and Saatchi & Saatchi were the main companies behind the pre-launch advertising campaign: "Give Me 5".[1] The channel would be both modern and mainstream. The "5" logo (a numeric "5" within a circle) and "candy strip" (a bar of colours) was used, and an attempt was made to establish a collection of "C5 faces"; hence through the spring of 1997, billboards of Jack Docherty were displayed, along with other unknown characters.1
However the main issue around the pre-launch hype was the retuning of thousands of video recorders so that viewers could actually view the channel. The British frequency plan was designed for four channels; Channel 5 could be squeezed into the allocated frequencies that became vacant, however in order to be distributed broadly like its opposition, a clumsy re-wiring process had to take place. It gave a somewhat farcical impression to its future viewers. It also created confusion as to where the channel could be viewed, simply because in some regions of the country it wasn't (and in some places still isn't) possible for the channel to be broadcasted; this is due to the fact the channel could cause interference with French networks.
A series of pre-launch screens were displayed on the frequencies channel 5 would begin broadcasting on in the months before launch as well, these included:
★ A local "give me 5" screen that was broadcast in Croydon on January 26 1997. It gave various transmitter information and numbers to call for viewers with difficulty.
★ On the 25th February 1997 a fresh "wavy flag" design was broadcast, displaying similar information as the previous screen. It would remain for six and a half minutes, before the three and a half minute long trailer was distributed. This screen was altered accordingly to the area where it was shown.
★ The "give me 5" trailer (shown between 25 February and 22 March 1997) featured a collection of previews, it told the viewers what to expect from the UK's newest channel:
★
★ "Give me action" England's World Cup Qualify against Poland.
★
★ "Give me News" Kirsty Young changes the face of news reporting.
★
★ "Give me kids stuff" a preview of Channel 5's children's entertainment output.
★ On the 26th of March an animated version of the channel 5 logo was broadcasted.
In the last week before launch, the Spice girls featured in a three second promotional advert saying: "Channel 5, Easter Sunday, 6pm!"
After an exhaustive re-tuning system, 65% of the population could view the channel by launch night.
The Launch
The Spice Girls launched the channel with a re-written version of the 60s hit "5-4-3-2-1" song on Sunday 30 March 1997 at 18.00. Presenters Tim Vine and Julia Bradbury introduced the nation to the UK's fifth free terrestrial network with half an hour of previews, given the title as "Give me 5!".
The rest of 'The Channel 5 launch Night schedule', along with the 'official viewing figures' were as follows:
★ '18.30': Family Affairs - The first episode of Channel 5's very own soap ''(1.72 million viewers). ''
★ '19.00': Two Little Boys - A one-off documentary, written and presented by David Aaronovitch, following the childhoods and early careers of then Prime Minister of the United Kingdom John Major and Leader of the Opposition Tony Blair ''(0.68 million viewers).''
★ '20.00': Hospital - a one-off comedy ''(1.12 million).''
★ '21.00': "Beyond Fear" - a one-off drama ''(1.70 million).''
★ '22.30 :' The Jack Docherty Show - 5's very own 5 nights a week chat show ''(1.16 million).''
★ '23.10:' The Comedy Store Special - Stand-up comedy and interviews with comedians ''(0.73 million).''
★ '23.40:' Turnstyle - Sports preview show ''(0.49 million)''
★ '00.10:' Live and Dangerous - Channel 5's all night sports strand ''(0.08 million)''
★ '05.30:' Give me 5! - Another chance to see the Spice Girls launch the channel ''(0.03 million)''
'2.49 million tuned in to see Britain's fifth free network launch' - a figure higher than the launch of Channel 4 15 years earlier.
The Re-launch
On Monday 21 August 2002, Channel 5 re-branded to Five, in a multi million pound re-launch. It was an attempt to shake off the reputation as a tacky-smut wielding machine that the channel picked up, due to its cumulating risqué output of the past. The project was directed by Trevor Beattie. The Director of marketing was David Pullin, who said: ''"This campaign set out to achieve three key objectives: to clarify the channel's creative strategy; to refresh the channel's on-screen identity; and to address the gap between the common perceptions of Five and the new reality of our programming - stimulating viewers' reappraisal of Five's programmes and brand.
Channel 5 was a name; 'Five' is a brand. 'Five' as a brand reflects the evolution the channel is undergoing in programming and in becoming a more confident and distinctive viewer proposition."''
Three consultancies were selected to assist the marketing scheme that was devised by Pullen and his team; WalkerBannisterBuss, design agency Spin and advertising company TBWALondon; who all worked within five's marketing department.
Rumoured merger
On 27 February 2004 it was reported that Five and Channel 4 were discussing a possible merger; this was widely seen as a potential upset for Channel 4's pride. Some comics joked that the merged company should call itself ''Chanel 9'' after the spoof foreign network on ''The Fast Show''. Channel 4 and Five announced that merger plans were being called off in November of that year.
On 20 July 2005, RTL Group paid £247.6 million for United Business Media's 35.4% stake in the channel. The acquisition was approved on 26 August 2005.
Multi-channel strategy
British television has undergone a lot of change since Five's launch with the huge growth in Digital television. See ''Digital television in the United Kingdom''.
On 18 November 2005, it was announced that Five had bought a stake in DTT's pay-TV operator, Top Up TV. It was said that the investment may lead to the development of new free and pay services on DTT, and other platforms.[2]
Following this, Five launched two new digital TV channels in autumn 2006 on Freeview, Sky and Virgin Media:[2]
★ Five Life, launched on 15 October 2006, providing pre-school shows under the 'milkshake!' banner as well as drama, films, soaps, popular factual and lifestyle shows aimed at women.
★ Five US, launched on 16 October 2006, offering drama, films, sport, comedy and youth programming from across the Atlantic.
Spin-offs from Five's existing hits also air on the new outlets.
The channels use Digital Terrestrial space that was previously occupied by Top Up TV's channels, but viewers will not require a Top Up TV subscription, or pay extra to receive the new channels. The channels will be funded by a "substantial additional investment" from the broadcaster's parent company RTL.[4]
Broadcasting and reception
The British frequency plan had only allowed for four channels to be transmitted over the whole of the UK using analogue terrestrial transmitters. The ITC had identified that UHF channels 35 and 37 could provide coverage of around 70% of the UK population. However, these channels were used by many domestic video recorders for RF connection to television sets. Before the channel could launch on Easter Sunday 1997 the broadcaster had to provide over-the-phone instructions or visit any home that complained to retune the video recorder or fit a filter to completely block the Channel 5 signal.
However, for many transmitters channels 35 and 37 were 'out of group', which meant that the roof-top receiving aerials were specifically designed to filter out Channel 5's broadcasts. Many people either could not receive the channel at all, or required a new aerial. The broadcaster has added to the transmitters to improve the analogue terrestrial coverage since that time. The channel was also provided on the analogue Astra/BSkyB service, which enabled people outside of the terrestrial reception areas to receive it via a satellite dish.
Unlike the other four analogue British television channels, the channel cannot be received via analogue terrestrial broadcasts in many areas, including some parts of the south coast of England, where the signal would otherwise interfere with signals from television stations in France, many areas in Scotland, most of Wales and parts of Cumbria. The channel is available on all digital platforms (Sky Digital satellite, and Freeview digital terrestrial, and also most cable operators).
The channel was the first in the UK to use a permanent digital on-screen graphic, which was unpopular with the viewing public and removed altogether on 16 September 2002.[5]
Five's annual audience shares (1997-2006)
Five share of viewing since launch 1997-2007
Below is the official audience shares in percent for Five since 1997. Generally, Channel 4's audience share lingers around the 10% margin, and BBC One and ITV's share lingers around 20%-30%.
1997: 2.3%
1998: 4.3%
1999: 5.4%
2000: 5.7%
2001: 5.8%
2002: 6.3%
2003: 6.5%
2004: 6.6%
2005: 6.4%
2006: 4.9%
2007:
Programming
General
In the early days, the station had audience figures so low they were non-existent; thanks in part to the weak daytime programming and cheap U.S imports that took up much of the channel. Early evenings were dominated by lifestyle and cooking shows, before Kirsty Young turned up at half eight for the main evening news (praised for its informative presentation). The focus of the channel was the 9pm film, though the quality would vary, with TV movies often aired in place of cinematic releases. Ratings for the channel's soap opera ''Family Affairs'' were much lower than the soaps aired by other terrestrial channels, and the channel offset the weak primetime performance with risque late-night programming such as ''Red Shoe Diaries'' and ''Sex and Shopping''. The channel did gain high ratings for football matches, and this caused then-Programming Director Dawn Airey to stress that the channel was about "more than just films, football and fucking!", though this quote is still often misquoted as a description of the channel's programming strategy rather than as a denial of said strategy.[6] In an attempt to shake off this negative image, the channel re-branded as "five" in a multi-million advertising campaign.
''Family Affairs'' was pulled on 30 December 2005, due to low ratings freeing up £10 million for other programming. Since 2002, Five has pursued an aggressive acquisition strategy, and now airs several of the highest-rating American dramas, including ''Grey's Anatomy'', all three ''CSI'' franchises, ''House'', three of the ''Law & Order'' franchises, ''Shark'' and ''Prison Break''. The channel also poached talk-show host Trisha Goddard from ITV to shore up its daytime schedule, and also bought the rights to Australian soap opera ''Home and Away''.[7]
As a public service broadcaster, Five is required to show educational programmes, including some moderately successful documentaries, such as the ''Hidden Lives'' series. In 2005 Five acquired another public service figleaf - the rights to the annual Royal Institution Christmas Lectures.
Entertainment
Five aired cult prison drama ''Prisoner Cell Block H'', running all 692 episodes between April 1997 and February 2001 and they also bought another Australian soap, ''Sons and Daughters'', running all 972 episodes between 1998 and 2005. Five also aired two popular American soap operas ''Sunset Beach'' and ''The Bold and the Beautiful'' every weekday morning with an omnibus edition of ''Sunset Beach'' every Saturday from 1998 to 2001. After the end of ''Sunset Beach'' in 1999, Five aired the remaining episodes up till early 2000. Five then replaced it with another popular American soap opera ''Days of our Lives''. However after poor ratings ''Days of our Lives'' was also dropped from Five's weekday morning schedules in 2002. Soon after ''The Bold and the Beautiful'' was also abruptly dropped from the weekday morning schedules and as of 2007 they have not replaced the morning schedule with any soap operas.
One of Five's other popular programmes was the New Zealand teenage futuristic drama series ''The Tribe'' which they aired in its entire run of five seasons from 1999 to 2003. After the end of each season they usually repeated each season's episodes on Weekday mornings in the school summer holidays. After the end of the fifth season, there were plans for a sixth season which have not materialized. Five has also aired the ''The Tribe'' spin-off ''The New Tomorrow'' in 2005 which has so far only lasted one season.
Five obtained the rights for Australian soap opera ''Home and Away'' in 2001, and the cancelled music show '' both in a bidding war with ITV, though it failed in a bid to buy terrestrial rights for ''The Simpsons'' which went to Channel 4. Five later decided to drop plans to bring back ''CD:UK''.
Five beat the BBC to the format rights for a UK version of ''The Mole''. This was well received, and attracted a moderate audience for the channel. The website UKGameshows.com announced that The Mole beat ''The Crystal Maze'' to win its first reader poll to find the best UK gameshow of all time. Five also aired the popular game show ''Fort Boyard'' from 1998 to 2002. In 2003, Five acquired the rights to the cult show ''Robot Wars'', previously shown on BBC2, though the show ended soon after this, and repeats of previous series went out on Sky One in late 2006.
Five has recently aired ''Make Me A Supermodel'', a reality show where contestants try to win a contract with ''Select Modelling'' Agency. The show has had two series, and the second series was also featured on Five Life. Another reality TV strand is ''Trust Me, I'm A...'', which features celebrities performing different jobs. This strand has so far had two incarnations, ''Trust Me, I'm A Holiday Rep'' and ''Trust Me, I'm A Beauty Therapist''.
On May 18, 2007, Five acquired the rights to Australian soap opera ''Neighbours'' from the BBC after outbidding ITV1. This will be the second time the two UK networks have fought over an Australian soap. Back in 2001, Five won the rights over ITV to air ''Home and Away'' (another popular Australian soap) when ITV's contract with ''Home and Away'' ended.
On the same day Five announced it won the rights to air ''Neighbours'', the channel announced it would launch a new game show called ''Payday''. A brand new primetime weekday quiz that gives eight players the chance of winning one of their fellow contestants' annual salaries. Five was excited about the new prime-time quiz show, but the show didn't meet expectations and received hardly any press attention which equalled in a lack of people watching the show. Ironically, from 16th July 2007, a format in a similar vein called ''Win My Wage'', presented by Nick Hancock, has recently started screening on Channel 4 in the ''Deal or No Deal'' slot while it takes a summer break. Although viewing figures are reportedly slightly lower than the usual average for that time of day, the format seems to have had more early success in its teatime slot than its peaktime counterpart on Five.
Daytime
In the early days, Five's morning schedules were clogged up with American imports such as soaps ''The Bold and the Beautiful'' and ''Days of our Lives''. These only gathered small audiences and the rest of its early morning output wasn't any more successful. Shows like "Espresso" and "Exclusive" failed to garner any success, as did American talk show "Leeza". In these late nineties days, the only feature of any credibility in the channels morning/daytime output was the above average milkshake, that received rather pleasing infant following.
In 2003 however, there were signs of the channel steadily moving upmarket. It attempted to strengthen its morning output to draw viewers away from the fierce competition of the other networks. Terry Wogan and Gaby Roslin arrived to host the morning talk show ''The Terry and Gaby Show''. The show only lasted a year, failing to pull in the viewers.
Then 2004, Five's daytime scheduling was re-crafted once more, its morning line-up has become extremely strong since then. After popular children's block programming show ''Milkshake!'', the channel switches to ''The Wright Stuff'', a morning debate show with celebrity guests on the panel debating major issues of the day. This is followed by British talk show host Trisha Goddard hosting her new show on Five, (after she left ITV in 2003). At 11.30 ''Five News'' airs, followed by a repeated episode of the previous night's episode of ''Home and Away'' at 12.00 normally presented by John Suchet,Helen Fospero or Kirsty Young. Until recently, at 12.30 Five would air its popular quiz show ''BrainTeaser'' which was presented by Alex Lovell. However, after four years, Brainteaser has been pulled for the time being, following the revelation that production staff faked winners on the show's premium-rate call-in competition. In the afternoon Five airs two made for TV movies (mostly American imported) known as ''Five's Afternoon Movie'' section. From 2008, Five will become the new home for Australian soap ''Neighbours''. The show has been broadcast on the BBC since 1986 but they have recently lost the contract. Five acquired Australian soap ''Home and Away'' from ITV a few years ago, and ''Neighbours'' is expected to add to this premiership. ITV lost out on the show which is made by FremantleMedia Australia (which is also owned by RTL, the owners of Five).
Lifestyle
Lifestyle programming forms a major part of Five's schedule. This includes property shows, such as ''House Doctor'', presented by Ann Maurice, ''Build A New Life In The Country'' and ''How Not To Decorate'', presented by Colin McAllister and Justin Ryan. Other lifestyle shows include ''Diet Doctors'', ''Colin & Justin's Wedding Belles'', and ''The Hotel Inspector''.
Children and Teenagers
Five's pre-school programming block Milkshake! airs from 6.00 to 9.00 daily. The block has a number of presenters, including Eddie Matthews and Naomi Wlkinson, and features a range of pre-school programming, including ''Fifi & the Flowertots''. ''Peppa Pig'' and ''Hi-5''. Until recently, the channel also had a block called Shake! on weekends, which was aimed at an older audience. However, Five recently removed the Shake! block from its schedules. [8]
Five has purchased a Toonami branded block from Turner to start later in the year. [9]
Drama and Comedy
Among Five's most popular programmes are its acquired dramas, including '', and also '', '', Charmed, ''Criminal Minds'', ''House'', ''Law and Order'', ''NCIS'', ''Grey's Anatomy'', ''Prison Break'', ''Big Love'' and ''The Shield''. The second and final season of ''Friends'' spin-off ''Joey''[10] will air in 2007. ''Two and a Half Men'', ''Everybody Hates Chris'', ''Becker'' and ''Out of Practice'' also air on the channel.
In 2006 the channel aired a commissioned drama, ''Tripping Over'' (a co-production with Network Ten), which has been given the green light for a second series in 2007. Five also aired ''Perfect Day'', a commissioned British drama, in 2005. The success of this one-off drama led to the commissioning of a prequel and a sequel, ''Perfect Day: The Millennium'' and ''Perfect Day: The Funeral'', which were aired in 2006. British comedies such as sitcoms ''Suburban Shootout'' and ''Respectable'', and sketch show ''Swinging'' have also been shown.
In 2007, Five started big advertising campaigns for its most popular dramas, including the second seasons of ''Prison Break'' and ''Grey's Anatomy''
News
Sport
Late-night sports programming has been a feature of the channel since its launch, especially focusing on live coverage of major North American sports. The channel has covered Major League Baseball games, both regular season and playoffs since its first week on air, and also covers regular season National Football League and National Basketball Association games. Until 2004, it also covered the regular season and Stanley Cup playoffs of the National Hockey League; following the lost 2004-05 season, the broadcast rights passed to NASN. However, since 4 January 2006, Five is once again showing the NHL every Wednesday night. With the conclusion of ''Family Affairs'', Five's MLB baseball coverage is the longest continuously run programme on the channel. Jonathan Gould and Josh Chetwynd are the co-hosts.
Five also shows a mix of European and international club football, notably coverage from the Netherlands Eredivisie, Portugal's SuperLiga, Primera División Argentina and Copa Libertadores from South America. They have recently acquired the rights to the Italian Serie A 2007/8 season. Five has also regularly picked up the right to the international FIFA Confederations Cup competition, showing live matches and delayed coverage. It also shows coverage from the UEFA Intertoto Cup and UEFA Cup when British teams are involved. In 2007, the channel obtained rights to the Major League Soccer (MLS) match between Toronto FC and Los Angeles Galaxy on 4 August 2007; the match was expected to be David Beckham's first competitive match as a Galaxy player.
Five also show David Beckham's Soccer USA, a new show presented by Tim Lovejoy on Wednesdays at 7:15pm during the MLS season to show highlights of the weeks games, funny moments and also interviews with David Beckham on his latest match and also Tim is joined by guests who talk about the MLS and their favourite MLS Team.
In 2005 Five secured the rights to show highlights of all of England's test and one-day cricket matches. This followed a period of much publicised success for the English cricket team and when the exclusive live rights to home England matches were controversially awarded to Sky Sports, Five was a surprise choice to pick up the highlights in light of Channel 4's excellent coverage and the BBC's previous interest. Prior to Channel 4, the BBC had held rights and Five were newcomers to cricket but the coverage has taken up where Channel 4 had left off in its coverage and has secured past cricketers such as Simon Hughes and Geoffrey Boycott to offer expert analysis on the day's play.
''Cricket on Five'' (which shows daily highlights of England's cricket matches) airs at 7:15pm and has became extremely popular with cricket fans. With Five proving to give excellence coverage of England's cricket, Five has raised its reputation as a first class UK broadcaster.
The channel has also covered motorsports, most notably Moto GP from 2000 to 2002 showing every race live before rights were snapped up by the BBC. For a brief time, Five showed professional wrestling in the form of the WCW Worldwide show between Summer 1999 and March 2001, when the company was purchased by World Wrestling Entertainment, and ceased to produce any more shows.
Participation TV
Quiz Call is broadcast simultaneously on Five, Five Life and Five US on the following days:
★ 00:00 to 04:30 every Thursday
★ 00:00 to 05:30 every Friday and Saturday
The phone-in quiz show invites viewers to play along for a chance to win cash prizes in return for solving on-screen puzzles. Entrants must be aged eighteen or over to participate and each call and SMS text is charged whether an entrant successfully gets through to the show or not.
Past and present branding
'The Logo:'
★ The original "Five" logo was a numeric "5" within a circle, sometimes accompanied by "candy stripes" of five colours (an idea based around the colour bars used by vision engineers to monitor picture output). It was the channels corporate logo from the launch of 1997, up until the re-brand of 2002; of which the logo was removed. Between the years of 1997-2002, five was the only channel to have stapled to all of its programmes a DOG (Digital on-screen graphic) in the left hand corner; it was the logo. For the channel's five years as "Channel 5" the logo was a permanent fixture, however it was immediately hated by its viewers.
On April 14 1997, teletext's logo poll specifically for five, took place. Teletext reported that 70% of viewers were in favour of the logo to be removed from the screen. Channel 5 however, refused to remove it; though did state since launch, the DOG had been toned down. Channel 5 explained their reasons for keeping the DOG on screen, in an interview on the 30 March 1997, they explained that:
''"[Channel 5's] candy stripes are intended to join the Nike tick, the Levi's tab and the three Adidas stripes as signifiers of belonging...
Brand identity is the new holy grail of marketing... Product recognition is the winning move in the new consumer system. Channel 5 is being sold like a car or a running shoe. Not surprisingly it will be the first of our terrestrial channels to wear its own label on the outside...
"Consumers are very brand-conscious these days..." "...and we are definitely describing ourselves as a very modern channel. It would be curious to launch an old-fashioned channel without an image in the era of Next, Levi's and Nike."''
★ On the multi-million pounds re-brand as simply "five", the logo was replaced with a further basic design; the word "five" in lowercase characters. This was not featured on screen, because the company believed it was no longer necessary. The problem with this current logo however, is it is far too vague and lacking in any distinct feature; hence take it out of context and viewers probably wouldn't immediately recognise the logo, and where it is from. There has been no decision to alter the channel's latest logo yet.
'The Break Bumpers:'
★ "Channel 5" had two break bumpers; the original was a shorter version of the the channel's "candy strip", it was later replaced with a longer and thinner version.
★ "five" has had the same break bumper since the re-brand of 2002. A brief flash of the channel's logo in a varety of different colours.
'Recent Idents:'
★ On 23 January 2006, Five launched new idents which were based on human emotions. Instead of displaying the channel's logo, each ident displays a word that is suggestive of what is being shown (using Five's current branding style), such as 'love', 'hope', 'rush' and 'live'. Prior to the re-launch Five released a preview of the "love" ident. The ident features sperm with the word "love" forming from an egg. However as of January 2007, some of the idents have been re-edited with the emotion names replaced with the word "Five" yet again.
★ Five aired new Christmas idents, supporting the Christmas homeless appeal in the UK. Starting on the 11 December, the idents feature a forest, a post box, a narrowboat and a train, culminating with a final cityscape all decorated with Christmas lights. As well as the word 'five' the word 'give' also appears in these unique idents.
★ Five celebrated its tenth birthday in 2007, from the 26 March - 30 March. Special idents were shown with the slogan 'Five is Ten' to celebrate ten years since the channel's launch in 1997.
See also
★ List of British television channels
References
1. Channel 5
Give me five
2.
3.
4. Five unveils digital TV channels
5. Channel 5 is Five
6. Wearing nothing but Channel No 5 - Focus - The Observer
7. End of the Affairs for Five soap Tom Bishop
8. Five drops Shake block : ToyNews
9. Licence Details For Toonami
10. FRIENDS - JOEY CANCELLED
External links
★ five.tv
★ RTLGroup
★ thisisfive.co.uk
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