In March 1999, Channel 5 launched
it's first new look. The mainly white idents, still used the
colour bar and had the channels "celebrities", "taking the mickey"
out of the channel.
Jim Hytner, Marketing Director of Channel 5 said "The launch itself was successful in establishing it as a big brand or a big channel but I'm not sure that we the channel had a good enough feeling about what our programming was going to be and therefore it was quite hard to express that to viewers.
"Our new idents involve our channel personalities/celebrities who actually take the mickey out of the channel or take the mickey out of themselves which tries to express a confidence to the viewer that we have about ourselves."
A short ident with a jigsaw theme.
A short ident with a "wall" theme.
A short ident with a "metal" theme.
An ident used before films with "ribbons of film". Also includes film rating "C for Caution".
Featuring Arnie to advertise the film "Running Man".
A special version of the film ident for "Martial Law".
A special version of the film ident, featuring Mel Gibson.
Lenny dances around.
"I Love Channel 5, they let me on telly".
Lenny 'moves' around with a woman.
All images donated by Asa Hicks.