Digital channel Five US is being relaunched as Five USA from next month. Five says the channel will have a new on- and off-air look as part of the rebrand.
The channel was launched in October 2006 and positioned as “slick” Americana alongside the female-skewed Five Life. Five rebranded Five Life as Fiver in last March.
The RTL-owned broadcaster says the change to Five USA is part of a wider branding project that has seen its portfolio undergo a “refresh”.
The new look will launch on February 16, with the channel showing a mix of returning American shows including drama, films and comedy, and new “exclusive” content acquired for Five USA. The logo will capitalise the word Five, bringing it in line with the look of sister channel Fiver.
New content will include the UK premiere of The Beast, starring Patrick Swayze as an unorthodox undercover FBI agent.
Jeff Ford, director of digital channels and acquisitions, says the relaunch of Five Life to Fiver has “already made a huge impact”.