UK commercial pubcaster Channel 5 has rebranded Demand 5, its video on demand service, to My5.
At the same time, Channel 5 is expanding the range of content available to viewers on demand, with a range of My5 exclusives and box sets in addition to the ability to catch up with programmes from across the Channel 5 family – Channel 5, 5STAR, 5USA and Spike.
The refresh and new content is part of a longer-term strategy to grow on-demand viewing of Channel 5’s content across multiple screens and platforms, building on Demand 5’s strong growth across 2015.
The new service, which launches in tandem with a full brand identity refresh across the Channel 5 portfolio, will be rolled out from immediately across all iOS and Android phones and tablets, and on a new website at my5.tv. My5 will replace Demand 5 across Smart TVs, set-top boxes, games consoles and other platforms in the coming months. Alongside My5, a brand new channel5.com focuses on providing programme information and promotion.
My5 offers new personalisation features, including the ability to favourite shows, keep track of what you’ve already watched, and pause viewing on one device, resuming on another.
My5 will continue to house all of Channel 5’s most popular catch–up content – from Celebrity Big Brother, The Yorkshire Vet and Gotham, to Lip Sync Battle UK, GPs: Behind Closed Doors and The X-Files. The content line-up will be further bolstered by My5 exclusives, including Heroes Reborn: Dark Matters, a prequel to the new series coming to 5STAR on Tuesday 16th February.
According to James Tatam, Director of Digital Media & Commercial Development for Channel 5, consumers increasingly expect a much more televisual and immersive experience from on-demand services. “We’ve designed My5 to enable viewers to focus on finding and watching great programmes and nothing else,” he added.