Paramount UK network Channel 5 and its streamer My5 are being streamlined to become, simply, 5.
In a similar move to the one made by rival Channel 4 last year, the All Creatures Great and Small network will unify linear and streaming under a single brand, with My5, which Channel 5 said boosted viewing by 40% in H1 2024, handed an upgrade. Along with shows, the 5 streamer will include a range of FAST channels for the first time along with new personalization. Paramount AVoD Pluto TV will no longer go through with its planned merger with My5, remaining as a standalone offering in the UK.
The rebranded streamer will launch in Q1 of next year and feature more shows from the likes of Paramount stables MTV, CBS and Comedy Central, along with some samples from the Paramount+ streamer.
Ben Frow, Paramount UK’s Chief Content Officer, who commissions for Channel 5 and Paramount+ UK, cited the success of Channel 5 shows on Netflix as proof “there’s a huge appetite for [Channel 5] content in the streaming world.”
He said the relaunched streamer will “be a much bigger and broader offer than My5 with a significantly expanded range of content including new series and box sets in reality, drama, factual and kids from across the Paramount family.”
The move may dim chatter that Channel 5 could potentially be sold under the new Paramount regime once the Skydance deal goes through. Frow is on his way to the Edinburgh TV Festival and will deliver a keynote Thursday, during which he will no doubt dish more on the rebrand and could face questions on a potential sale. The no-filter exec used last year’s keynote to reveal he secretly resigned in 2022 as a result of burnout following the pandemic.
Frow has led a Channel 5 resurgence since taking over 10 years ago, before adding Paramount+ UK responsibilities to his roster. The network regularly beats rivals BBC Two and Channel 4 in the ratings, with shows such as the rebooted All Creatures with PBS Masterpiece and Our Yorkshire Farm, along with an upcoming drama starring David Suchet.
The move echoes Channel 4’s decision last year to rebrand its All4 VoD player to Channel 4. ITV also rebranded its Hub platform to ITVX alongside a refreshed strategy and higher budget. The UK commercial nets have been battling the ad recession and inflated costs.
Sarah Rose, President of Channel 5 and UK Regional Lead, Paramount, said: “We have seen record growth for My5 viewing over the last three years and, as more of our audience discover streaming, we think it’s the right time to have a much closer relationship between our linear and streaming services. The new exciting content and FAST channels that we’ll be offering on 5 from 2025 will build on the amazing array of homegrown Channel 5 hits we know our audience already love.”
