A New Era for British Television

British free-to-air public broadcast television channel ‘5’ (formerly Channel 5) has entered a new era under the ownership of Paramount Skydance’s UK and Australia division.

The channel has launched an ambitious rebranding initiative that unifies its linear television, streaming, and digital platforms under a single parent brand ‘5’, aiming to provide viewers with seamless access to its award-winning programming across all platforms.

Major Sports Acquisition and Content Expansion

In a significant development, Paramount UK has secured a multi-year agreement with the NFL, bringing weekly live NFL coverage to free-to-air television in the UK. The network will broadcast two Sunday evening games each week, with games airing at 6pm and 9pm on 5ACTION (which will be rebranded as 5NFL on game nights). The deal includes rights to broadcast the Super Bowl, NFL London and Dublin games, Thanksgiving Day specials, and playoff matchups.

Streaming Innovation and Growth

The channel has demonstrated impressive growth across both its linear channels and streaming platform. My5 has shown remarkable progress, achieving a 40% increase in viewing during the first half of 2024, outperforming other public service streaming services. Sarah Rose, President of Channel 5, noted that the timing is perfect for closer integration between linear and streaming services as audience viewing habits evolve.

Future Outlook

Looking ahead, the enhanced streaming service will introduce new specially curated FAST channels, improved personalisation features, and enhanced data-led advertising opportunities. The complete rollout of these innovations is scheduled for Q1 2025. Despite the rebranding to ‘5’, the channel’s sister networks – 5Star, 5USA, 5Select, and 5Action – will maintain their current branding, ensuring continuity across the network’s extended family of channels.