Five

Jan 23 2006 to Oct 6 2008 idents

Visuals: Depends on the ident, but they all involve a 4-letter word in the same style as the Five logo.

Later Variant: In January 2007, select idents were amended to have the Five logo itself in place of the random words.

Variants: Original set:

Fast: - There is some grayhound dogs chasing after the word "Fast" on a track.
Fear: - Someone opens a door which has a long corridor drowning forward. The word "Fear" is formed by the spirits.
Free: - In the blue sky, several white balloons are released, some of them forming the word "Free".
Hope: - At a Casino, someone throws two dice onto the board, passing by and landing at the word "Hope". Casino Chips are placed down.
Life: - We are rising the horizon, and as the lights switch on, the word "Life" is formed through them.
Live - On a rainy day, lightning strikes up in the sky, with the word "Live" being formed in the lightning.
Rush - A skydiver launches himself down from a plane, falling down near a field spelling the word "Rush".
Easy - The logo zooms out of a ladybird to see a park scene where people are relaxing, and forming the word easy.
Feel - In a car, there is a family taking a drive down the countryside. One of the woman opens out their window to see the sky with the word "Feel" formed in the clouds.
Play - Someone dives into a pool and rise out of it as someone pushes another person off an inflatable with the word "Play" printed onto it.
Risk - A person riding a horse bucks around the dirt, forming the word "Risk".

2006 - Five urged viewers to "Give" to help support five charities - Shelter, Crisis, Centrepoint, Nightstop UK and Emmaus UK. There was a single ident, but the first two screens were different. Either a scarecrow and some bikes or a pine tree and a postbox are lit up with Christmas lights. This soon cuts to a boat which lights to to reveal the word "give" on it. Then, the scene transitions to a train bridge lighting up, and as the train rolls by, the "five" logo is formed in lights in the night sky.

On Monday 6th October 2008, Five gets a new logo. The new on-air identity was developed by Dixon Baxi.

Nol Davis, Five’s Head of Creative Services, said “The new on-air identity reflects a constantly evolving, energetic and enthusiastic brand and tone of voice. There is real synergy on and off air which reflects a true collaboration between all our creative services and agencies.”

Carl Ratcliff, Five’s Head of Brand Strategy and Marketing, said “We feel this new work is closer to the truth of the brand. Playfulness and colour sit at the heart of this new identity.”

According to Media Week: "Five has also changed the way it runs promotions and idents around ad breaks and programmes. It has broken its usual one promotional spot between programmes into two parts called "brand bursts" and "content bursts".

The brand bursts will start rather than finish with the station's logo and then go straight into the next programme.

The content bursts are 10 seconds long and will be related to TV shows, but won't necessarily use content from them."

Idents:

Park Duel: The first ident, featuring invisible superheros fighting in the garden.

Containers Duel: The superheros are back, fighting in the by some containers.

Accordion: Shopping trolleys in a Sainsbury's car park are used as an accordion.

Gas Drums: Two cranes come in handy as drum sticks in this little ident, as gas storage tanks get used as drums.

Guitar: A busy road gets turned into a guitar, causing a crash or two.

Food Chain: Starting off with a jelly fish, but who's the top of the food chain?

Night Life: A journey where we see taxis, lights and deer.

Fly: A drawn cat tries to join the dots to finish his legs, until he swots a fly.

Sneeze: A girl has a little sneeze, and sneezes up a bouquet of flowers

Love Story: A little love story forms, cut out of the pages of a magazine.

Turf War: A story of hate, and things get a bit nasty, with explosions

Jelly World: The world appears to have turned to jelly...

Generic: A simple animated ident for before the news.

Fibre: A nice animated ident for before the news.

Color Love: Another nice animated ident for before the news.

Human Paint: Some swirly paint in another pre-news ident.

Write a forum conversation on Aug 22 2009 saying since around the 9th, only 5 idents have been appearing


Forum Conversation - August 22, 2009
Thread Title: Limited Five Idents?

User1: Anyone else noticing something odd with Five's idents recently? Since around the 9th of August, I've only been seeing a handful of them. What's going on?

User2: Yeah, same here. I thought maybe I was just imagining it! Most of the quirky ones seem gone—I haven’t seen the “Night Life” or “Accordion” idents for a while now. I only seem to get “Park Duel” and “Containers Duel” over and over.

User3: I thought it was just me! I’ve only seen 5 of them recently too: “Park Duel,” “Containers Duel,” “Jelly World,” “Generic,” and “Human Paint.” What happened to all the others? Did Five lose the rights to some of the idents or cut them back to save costs or something?

User4: It might just be them simplifying their rotation schedule or planning for something new. Networks do that sometimes—they focus on a few idents instead of running the whole batch. But I really miss “Turf War” and “Sneeze.” Those were so creative.

User5: Could it be that they’re winding these ones down to make room for a rebrand or update soon? If you think about it, they’ve been using the current set since late 2008, so it wouldn’t surprise me. Networks like Five tend to keep their branding fresh.

User2: Maybe, but it still feels like a weirdly quiet change. They usually announce big branding updates! You’d think we’d hear something, right? I miss “Guitar” though—it was so cheeky seeing the cars crash because the road turned into a giant guitar.

User6: I think we’re reading into this too much. Five’s probably just cutting back for some reason. It happens after a while with most stations. Idents like “Sneeze” or “Love Story” might’ve been more expensive to produce because of animation or effects. “Park Duel” and “Containers Duel” seem cheaper—just a couple of invisible superheroes battling it out.

User1: Maybe, but it’s still odd for them to suddenly limit the variety without any notice or explanation. I guess we’ll have to wait and see if any news about it comes out. In the meantime, here’s hoping they don’t scrap all the fun ones—I loved “Food Chain!”

User3: Agreed, the creative ones really added flair to their branding. I’ll keep an eye out and report back here if I notice anything unusual or if the lineup changes at all.

User5: Sounds like a plan. Fingers crossed this is just temporary!


Write a follow up asking what shows are currently on the schedule, he hears there is a soap that has been stuck in rerun mode for years


Forum Conversation - August 27, 2009
Thread Title: Limited Five Idents? (Follow-Up Discussion)

User1: Hey folks, just following up on the Five ident situation—still seeing the same five idents as we talked about last week. No new ones popping up, unfortunately.

Unrelated, but it got me thinking... what shows are on Five's current schedule anyway? I’ve been dipping in and out of the channel, and it seems like some things haven’t changed much. I heard there’s a soap opera that’s been stuck in rerun mode for years? What’s that about?

User2: Oh, that must be Home and Away! Five’s been repeating it forever now. They’re still airing new episodes during the daytime, but they also keep running so many old episodes in the early morning slots or weekends. I guess it’s popular? Sounds like a cheap way to fill their schedule.

User3: Yeah, definitely sounds like Home and Away. Five’s been banking on it for years. I don’t think it’s stuck in rerun mode—I think they’re doing it on purpose because it’s such a consistent performer for them. But honestly, it gets kind of tiring seeing it clog the schedule.

User4: I don’t even think Home and Away is the only one they’re milking for reruns. Isn’t Neighbours on Five too? They were doing that weird “classic episode” rerun thing for a while. So, basically, FIVE = Aussie soaps plus endless repeats.

User5: Exactly! Five’s been leaning heavily on Home and Away and Neighbours. They’ve been alternating new episodes and reruns forever. I swear, if Five cut both of those soaps, their schedule would collapse. 😂 Anyone remember when Five used to air proper variety, like movies or serious docs? Now it feels like it’s just trashy reality, animal shows, and those two soaps.

User1: Lol, Home and Away! That is exactly what I was thinking of! I caught an old episode one morning by chance, and it seemed ancient—like, early 2000s or something. Five really is clinging to nostalgia with this stuff. And yeah, total agreement about the current schedule. It feels like there’s barely any variety anymore.

User6: You’re all spot on. Five’s lineup definitely feels like it’s stuck in a loop. Besides the soaps, they’ve got The Gadget Show carrying on as usual, and all those cheap documentaries about police chases, animal rescues, or extreme weather. I think they’re really leaning into low-cost, low-risk programming these days.

User3: So true. I miss when Five was a bit more... ambitious? It feels like they’ve stopped trying and just rely on cheap formats that fill time. They even overplay CSI reruns—how many times can you air the same episodes?!

User1: Ugh, I forgot about CSI reruns. You’re totally right—it’s the same few episodes all the time. Between that, Home and Away, and all those filler docs, it’s like Five refuses to invest in anything new. No wonder their idents seem stuck too—everything feels frozen in time!

User4: Yup, rinse and repeat is Five’s strategy these days. I’ll give it to them, though—even with that stale schedule, people still seem to tune in. Those soaps are probably their golden goose at this point. I don’t think they’ll ever drop Home and Away!

User1: Fair enough, but I’m starting to zone out on Five entirely. Let me know if they shake things up at all—until then, I’ll just be over here chuckling at those invisible superhero idents on repeat. 😂


Write a reply syaing a soap that came back in reruns recently


User7: Oh, speaking of reruns, did anyone else notice that Family Affairs came back recently? They’ve started showing reruns of it in some super late-night slots. It’s kind of wild seeing it again after all these years! I think it originally ended back in 2005, and now they’ve just quietly slipped it back onto the schedule. No idea why or who asked for it, but it’s there if anyone’s feeling nostalgic for some classic Five soap drama, haha. Anyone else catch it?


Write a conversation Nov 2009 asking what state the pres is currently in


Forum Conversation - November 2009
Thread Title: What’s the Current State of Five’s Presentation?

User1: Hey everyone, just curious—what state is Five’s presentation in these days? I’ve been noticing fewer idents and less variety overall. Are they planning something new, or is this just how it’s going to be from now on? Feels like it’s been really stripped back compared to a year or two ago.

User2: You’re not wrong—it’s looking pretty basic right now. Most of the fun, creative idents like “Jelly World” and “Turf War” seem to have disappeared. I think we’re still mainly stuck with just five idents: “Park Duel,” “Containers Duel,” “Jelly World,” “Human Paint,” and “Generic.” It feels really repetitive.

User3: Yup, it’s definitely scaled back compared to earlier this year. The variety and playfulness they used to have is completely gone. I think they were going for something clean and “modern,” but instead, it just feels... lazy? Or like they’re gearing up for another rebrand. Anyone else feel like they’ve given up on presentation?

User4: It’s so dull compared to how it used to be! I really miss the more experimental and quirky idents—I loved ones like “Sneeze,” “Night Life,” and “Turf War.” It feels like they completely abandoned that sense of fun and creativity over the past few months. Now it’s just super repetitive and bland. No energy at all.

User5: I’ve been wondering about this too. It’s weird because when they introduced that rebrand in 2008, they talked so much about being “playful” and “energetic.” But now it seems like they’ve gone in the opposite direction. I don’t know if it’s a cost-cutting thing or if they’re just winding things down in preparation for something new.

User6: Honestly, I think they’re in some kind of weird limbo. They haven’t announced another rebrand or anything, but the idents and overall presentation feel half-hearted. It’s like they’re just ticking boxes instead of putting any real thought into it. Even the promos seem to lack personality these days. It’s kind of sad because Five used to feel so unique.

User1: Yeah, you’re right—it feels like they’ve lost whatever spark they had. The idents all feel super repetitive, the promos are bland, and even the schedule feels stale (seriously, how many CSI reruns do they expect us to watch?!). It’s like they’re coasting along without much effort.

User3: Does anyone know if there are rumors of a rebrand coming up? It would make sense since everything feels so stripped down right now. Otherwise, it’s hard to figure out why they’ve let the presentation get this basic.

User2: I haven’t heard anything solid, but I wouldn’t be surprised. Five does love their rebrands—they’ve done it a couple of times already in the past few years. Maybe they’re just clearing the slate before rolling out something new?

User5: That’s definitely possible. But even if they’re planning something new, it’s such a shame they’ve let the current presentation fall apart like this. I remember when Five’s idents were some of the most interesting on TV. Now it’s just the same invisible superheroes and weird abstract animations over and over again.

User4: Totally agree. The best part of Five’s presentation used to be how creative and playful it was. It felt different from what everyone else was doing. Now it’s just... meh. If they are planning something new, they’d better step it up, because this hasn’t been a great year for them presentation-wise.

User1: Well, here’s hoping we get some news soon. In the meantime, I’ll keep an eye out for any developments. Let me know if anyone hears anything! It’d be nice to see Five bring back some of that creative energy they used to have.


Wrtite a follow up where a change happened, they suddenly brought back some of their oddest idents ever, odd because they for the most part, vetoed the logo, but apart from that they are cool, and even relaxing at times