In April, Five had said that, following the rebranding of Five Life to Fiver, it would turn its attention to core channel Five to give it a "brighter, lighter look". Five Life had a more radical overhaul in April, with an attempt to position Fiver as a younger channel featuring new acquisitions and commissions including Generation Sex, Celebrity Rehab, Dirt, Sex and the City and Ocean Force.
The refresh of the core channel and digital channel Five US had been planned for this summer.
But, last month, Five chief executive Jane Lighting was ousted in favour of Dawn Airey, ITV's former director of global content, who will take up the post of chairman and chief executive next year.
Alongside this change, Lisa Opie, Five managing director of content, also exited the business. Five executive director of sales Mark White is heading the operation until Airey joins. But the broadcaster has admitted that, given the recent changes, the branding overhaul is "on the back burner".
The relaunch of Five's core channel is viewed as one of the broadcaster's key challenges. Another is the relaunch of video-on-demand service, Five Download, as Demand Five, supported by a significant on-air marketing campaign.
Demand Five will offer a 30-day catch-up service for items from Five and digital channels Five US and Fiver, as well as hundreds of hours of archived content from its channels.
.jpg)
.jpg)