EDITORIAL: Brand building challenge for Channel 5

It's three years since Channel 5 launched with its 'modern mainstream' positioning, yet the channel says of its new ad campaign: 'We're trying to build a brand.'

It's three years since Channel 5 launched with its 'modern mainstream' positioning, yet the channel says of its new ad campaign: 'We're trying to build a brand.'

Great brands, of course, don't happen overnight. But tot up all the PR, advertising and marketing support that Channel 5 has had over the past three years, and it seems amazing that there's still such a job to be done. Yet brand building is a major issue for all broadcasters, because viewers watch programmes, not channels - a formula that TiVo will only underline.

With a budget that can only stretch to posters, the challenge for Channel 5 is greater than most. And that's even before you take into account the quality of the programmes themselves.