Five Life, the digital channel, is being relaunched as Fiver at the end of next month as part of an overhaul of the Five portfolio. It is the first major project led by managing director of content, Lisa Opie, since she took over the broadcaster’s marketing.
The channel, which was launched just 18 months ago, will have a new on-air identity and a completely new programming schedule. It currently shows a mix of dramas, lifestyle shows, soaps and films but this will now changes to shows such as Glamour’s Best Dressed, an extension of the magazine brand.
It is understood that the channel aims to attract a younger audience with the new schedule and look, which is based on the idea of a computer cursor. It will deliver text to the viewer with references to popular culture and will change to reflect topical events. It has been developed with brand consultancy Dave and will be supported by an advertising campaign, created be Vallance Carruthers Coleman Priest.
The relaunch is part of a wider strategy to overhaul the broadcaster’s branding across its channels, which also include flagship terrestrial channel, five, and Five US.