Channel 5

September 1999 to September 2000


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."

Ident - Keith Floyd


Keith sets up a deck chair and drinks... wine of course!

Ident - Melinda Messenger


"I Love Channel 5, I Give Them a Lift."

Ident - Some Woman


Sorry, not sure who this is, but the tag line is "Let's Play Boys".

Ident - Charlie Stayt


"It Always Happens." Charlie gets a phone call. Tsk, Bloody Mobiles!

Ident - Rob Butler A


"Thinking about News." No he's not he's playing with a yoyo.

Ident - Rob Butler B


"Thinking About News." Out comes the games console.

Ident - Rob Glass A


"Foul Weather Forecast." And he gets it wrong, because it turns out warm and sunny.

Ident - Rob Glass B


"I Predict Sunshine." And once again wrong, but windy this time.

Ident - Rob Glass C


"I Predict Sunshine." And guess what, wrong again! Rain, Thunder and lightning. Tsk!

All images donated by Asa Hicks.