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 marketingweek.co.uk.

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