I'm trying not to get too disillusioned about all this; at the end of the day I watch very little C5/year. But I defy any pres enthusiast not to feel even the teensiest bit saddened by the callousness in which an aspiring brand has been bulldozed.
In many ways it's absolutely hilarious to see the new owners follow BBC2's "step-by-step guide to destroying a channel aesthetic in just 6 months" (though at least that particular revamp had a genuine purpose, albeit a hopelessly misguided one).
But then you are reminded of
this. It seems like only yesterday the October 2008 rebrand came to fruition, tasked with replacing a stellar and well-liked package and brand. For the first time, the channel expressed real boldness and self-confidence through its on screen presentation; seemingly no longer willing to follow trends but to set them.
The point is (and before this turns into an essay to make Tumble Tower blush) the above video and the package that followed left a lasting impression of an ambitious young channel wanting to move forward, respectful of its history but now looking to the future. And it's a real shame to see how it's ended up 2 1/2 years later, with a notorious pornographer as its owner, dogmatically punching "reset" to return his station to its feeble, insecure former self and (to top it off) a lunch break red-top masthead for a new logo, possibly the most appalling use of Photoshop
since...
I shall now prepare my proverbial hat for eating when Desmond unveils the best on screen presentation package seen in 20 years on Monday.