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."
Keith sets up a deck chair and drinks... wine of course!
"I Love Channel 5, I Give Them a Lift."
Sorry, not sure who this is, but the tag line is "Let's Play Boys".
"It Always Happens." Charlie gets a phone call. Tsk, Bloody Mobiles!
"Thinking about News." No he's not he's playing with a yoyo.
"Thinking About News." Out comes the games console.
"Foul Weather Forecast." And he gets it wrong, because it turns out warm and sunny.
"I Predict Sunshine." And once again wrong, but windy this time.
"I Predict Sunshine." And guess what, wrong again! Rain, Thunder and lightning. Tsk!
All images donated by Asa Hicks.
