The new image has been in the offing for some time, while the increase in its programming budget is understood to be part of plans by majority shareholder RTL Group to persuade chief executive Dawn Airey to stay with the channel instead of accepting offers to become chief executive of ITV.
RTL is believed to be keen to ensure Airey remains at the helm of the channel because she is credited with growing both its advertising and audience share in the 20 months since she took over from David Elstein in November 2000.
Pan-European broadcaster RTL is also understood to be keen to extend its presence in the UK TV market through the organic growth of of Channel 5 rather than through a takeover of ITV.
RTL has already reaffirmed its commitment to the channel when, earlier this year, CEO Didier Bellens said: "We think there's more value to be created by building audience and building Channel 5 than making corporate finance deals."
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