'Five life' to be rebranded 'Fiver'

How about Six! Actually I always liked the working titles Five point 2 etc

I'm not sure about Fiver, for one it sounds a lot like Five and I am not sure it will appeal to the people they are trying to attract. I am all for unusual names, Dave is a great channel name and I think channels are waking up to the idea that you don't need to brand everything 1.. 2.. 3.. etc but Fiver.. not sure it'll work.

Oh my lord... the moment I saw thread I couldn't stop laughing! Fiver??


Wouldn't be surprised if viewers thought the channel was cheap cos of the name

It'll be an end to Five Life's idents then, which I've always quite liked - their whole package has worked pretty well.


As for Fiver - I'm not quite sure what it's trying to be - it seems more suited to a youth channel or male orientated channel than to a rebranded Five Life.

The thing is that when UKTV did it with Dave, it was quite original, whereas here, Fiver just stinks of a cheap fast copy by men sitting in at a glass table in a glass pod overlooking a three story water fountain in some nameless marketing and design agency. We'll all have to wait to see the brand in action, but the immediate impact is how on earth is this going to be turned into a sucessful, original and engagingly different brand (that wont be seen as a low grade Dave ripoff)?



I object to that statement. I'll think you'll find that I have dulcet tones not at all resembling no boggers.

I think Five Plus or Five Extra would be good but not Fiver, the channel name has got to be in some good taste. Since it's owned by RTL why not rebrand the whole operation and rename Five, RTL 5 etc?.

Due to the fact that there is already an RTL 5.

I did also like the the name Five.2 (Five point two).

I agree. That's why I've said on TVF before that I'm in favour of a "5/Five"-less rebrand for the three channels. I also agree with your point that any such rebrand wouldn't necessarily have to be to, say, "RTL1" (or similar), but I can't imagine the parent company going for anything much different, at least for the main channel.

If the main channel got some "RTL"-orientated name, and the sister channels either got (a) "RTL [suffix word(s)]" names, or (b) completely random "Dave"-like names, it would be no bad thing IMHO.



For a channel that didn't exist until the latter 1990s, I'd have though not. But if anyone does, it's tough sh*t for them. As recently as 2007, I heard somebody refer to ITV1 as "Central". Taking into account the 4-ish year period (I think?) that it was called "Carlton" before finally becoming "ITV1", it's not been called "Central" for nearly a decade . People who are that slow at keeping up with name-change of anything (not necessarily a TV station, we could be talking about, say, a chain of shops or whatever else) really p*ss me off. Firing squad for the lot of 'em. [/rant]

yes....

perhaps we could invent a series of codes to describe the various tv stations?

Much as I'd like to respond with a sarcastic remark like those above me, I think it'd be better if you explain what you mean. I'm very interested in branding, and people who are unobservant (in general, not necessarily to do with branding) can be irritating sometimes. But surely you can't genuinely be annoyed by someone continuing to use the name Central. If anything that demonstrates fantastic brand loyalty and recognition.

In addition to this, you have to take into account that people have a degree of stubbornness and just because they are told "it's ITV1 now", doesn't mean they're going to comply and call it that. If they have some sense of ownership of a brand, they're not going to let it go because they've been told to. Really, your opinions betray a very poor understanding of branding and what it's all about.

The rebranding of Five Life to Fiver is a bit strange but then I thought Dave was weird and look how well that turned out. I suspect the rebrand was due to the channel underperforming compared to Five US and the acquisation of Sex and the City and original commisions will help improve its performance.

I suspect Five US will also be rebranded to widen its programming to include non US content such as football and shows like The Gadget Show and Fifth Gear.

The look of Fiver does give the idea of what the Five rebrand may look like but I could be wrong.

Five life is way better!

Fiver is just a cheep name