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Fiver rebrands as 5*, acquires new shows by Naomi Rainey (from Digital Spy)

"In a competitive marketplace, you need strong brands that jump out of the EPG, and the rebranding of Fiver as 5*, combined with exciting new shows, provides us with a distinctive channel."

From a half-decent pun on a recognisable phrase, to a name that makes viewers think "how do I say that?"? Oh yes, what superior rebranding. Whoever's in charge of this clearly isn't much cop at their job -- I mean, have you seen Channel 5's new logo? It's awful. (Never mind the fact that "Five" was a catchier name than "Channel 5" and seemed like sensible rebranding to me.) Old TV dramas/films did better fake logos than that, and they were always implausibly tackily cheap-looking.