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."
"I Love Channel 5, they just bounce".
"I'm so shy."
"Trust Me I'm a Doctor."
Dr Fox with a tail?
"This Man's Funny?"
"Bradley Upstages Again!"
"I Love Channel 5, They Think I'm Funny"
"Queen of Chat."
Three of they younger characters from the channel 5 soap "Family Affairs".
All images donated by Asa Hicks.