Broadcaster Channel 5 is set to unify its linear operations and My5 streaming service under a single banner from next year, with the new identity to be known as ‘5’.

The revamp will also see the channel’s streaming service overhauled with a new user interface and extra content, which will include a new range of specially-designed free ad-supported TV (FAST) channels

Parent company Paramount has also revealed plans for greater personalisation and improved data-led advertising placements for brands at a opportune moment for its streaming service, which it claims has grown its viewership by 40% in H1 2024.

“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,” Paramount UK regional lead and Channel 5 president, Sarah Rose said.

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Under its new over-arching identity, 5 will form part of Paramount’s wider integrated streaming portfolio in the UK, which already includes Pluto TV and Paramount+.

Paramount UK chief content officer, Ben Frow added: “We know from the success that so many of our Channel 5 shows have had on Netflix that there’s a huge appetite for our content in the streaming world

“As we relaunch as 5, our streaming service 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.”