Channel 5: February 2011 – February 2016

In October 2010, the new owner of Channel 5 Richard Desmond revealed the station’s new look and confirmed its official on-screen identity as “Channel 5” during a press launch. Major investment in new programming for 2011 has been promised by Desmond’s Northern and Shell Group. Heavy promotion of these changes has appeared across the N&S owned newspapers, the Daily Express and Daily Star. Similarly, films on Channel 5 are now sponsored by the Daily Express.