Closer look at Channel 5 ‘The Brand’

Ownership

Channel 5 is wholly owned by Viacom International Media Networks, a division of Viacom Inc.

Viacom International Media Networks is comprised of many of the world's most popular multimedia entertainment brands, including MTV, Nickelodeon, Comedy Central, BET, Paramount Channel, VH1, VIVA,

Viacom brands are seen globally in approximately 700 million households, in approximately 170 territories and 37 languages, via more than 200 locally programmed and operated TV channels and more than 550 digital and mobile TV properties.

Demand 5

Channel 5 run on multi-media platforms. Not only does it broadcast on television they have their own on demand service for PC’s. This is an incredibly useful feature as it allows you to catch up on any of your favourite programmes that you missed.

(For us this is something we looked very much at this when choosing our broadcast channel as it meant our show wouldn’t be missed by viewers no matter what time the soap is shown.

Audience

“At present 94% of all UK households can receive Five, equating to around 54.3m people. In theory, we can be seen in 100% of all homes with the use of digital technology. Therefore, homes that do not receive a terrestrial signal for Five can do so via a digital feed (digital terrestrial-Freeview / digital satellite / digital cable). The average daily reach is around 19.4% or the equivalent of 10.9m individuals. From the launch of Five US and Five Life (now Fiver) in October 2006, until the end of 2007, just under 34 million people tuned-in to sample the programming of either one or both of the channels. On a weekly basis, more than 8.2 million people chose to tune-in to our digital channels in 2007.”

Audience analysis from (http://about.channel5.com/sales/our-audience)

The strands of ‘5’

Channel 5 5 star Channel 5 USA

Milkshake

What channel we will be using

With a wide array of channels to choose from we feel that the original Channel 5 is the right channel for us. Five star is not for soap programming so that was quickly ruled out. 5 USA is strictly American broadcast programmes so our product isn’t suitable for the channel. Milkshake is strictly a children's broadcast in the early hours of morning so doesn’t reach our target audience. Channel 5 attracts our audience of males and smaller group of females and has channel 5+24 and also demand5 meaning our programming is available to watch for a longer period of time.