The Week: Media News - New moniker for five life

Five is renaming its digital channel five life "fiver" in an attempt to target a younger audience and as part of a review of all the broadcaster's brands.

The channel, which will get a new on-screen identity, will broadcast a mixture of existing and new programming including Sex and the City, Celebrity Rehab and Glamour's Best Dressed List. The Engine Group-owned brand consultancy Dave worked on the strategy and VCCP is developing a relaunch campaign. Media will be handled by Vizeum.