Five digital channel seeks to avoid ‘patronising’ tone

A majority of brands that target women patronise their audiences, according to Five marketing director Jane Scott. Her comments come just weeks before the launch of its female-slanted digital channel, Five Life.

In an exclusive interview with Marketing Week, Scott says that the new channel’s identity is “smart and emotionally intelligent” and that the channel is female-oriented but will not exclude men.

It will aim to strike the right balance with its programming, on-air identity and marketing. She adds: “Too often brands aimed at women are bland and patronising.”

The channel, which launches on October 15, will be backed by a humorous marketing campaign. One execution uses the phrase “Night Life” but the picture shows a mother with a baby. The campaign has the strapline “The feisty new channel from Five”.

Scott says: “It is about creating the right attitude: natural, as opposed to trying too hard for this audience.”

The channel will feature two female continuity announcers in conversation, as Five further tries to establish its brand and differentiate itself from rivals.

The launch is followed by Five US, which premieres on October 16. It will feature idents of up to ten minutes between programming, which Scott believes is a first.

Scott hopes the innovative use of idents will showcase Five US as a sophisticated, provocative channel showing the best of American drama and film rather than the “cheesy, junk food” content often associated with import-heavy offerings.

The broadcaster is believed to be spending £6m on launch activity across the channels, including a provocative tease and reveal campaign for Five US, as detailed on

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here