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Five has become the first terrestrial channel to take advantage of changes to Ofcom's policy on advertisers sponsoring channels in their entirety. On 21 January, Fiat will sponsor the channel between 8pm and midnight to promote the new Fiat 500.

Five has also secured Yoplait's petits filous as new sponsor of Milkshake!, the morning pre-school strand on Five and Five Life. The year-long deal was negotiated by Rachel Wheeler, Five's sponsorship controller and Richard Temple, account director at media agency John Ayling and Associates.