Smithereen scoops Five Life advertising duties

LONDON - Five has appointed broadcast brand agency Smithereen to make television ads for its new channel Five Life.

The channel is part of Five's new digital push and will launch on Sunday October 15, airing daily between 6am and 11pm.

The channel will target a primariliy female audience, screening drama series 'Love My Way'. This 10-part series centres on the complicated web of relationships of main character Frankie Paige.

The channel will also screen daily talkshow import 'The Ellen DeGeneres Show', presented by the award-winning lesbian comedienne. It will give viewers their first chance to see 'Home and Away' episodes and a special weekly omnibus.

Five's new digital channels, Five Life and Five US, will launch on Freeview to start with and will roll out to cable and satellite later.

In August, Five named Nick Thorogood as the controller of the two digital channels.

He was previously editor of ITV Daytime, a position he had held since 2004. Prior to that, he was head of lifestyle channels at UKTV.

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