Five US to Become FIVE USA

LONDON: As part of a project that has seen all of Five’s channels undergo a branding refresh, Five US is to be renamed FIVE USA as of February 16. 

The channel will also have a new on- and off-air look, and will contain a mix of returning hit American shows alongside new programs acquired especially for FIVE USA.

The channel has secured the British premiere for The Beast, starring Patrick Swayze as unorthodox, undercover FBI agent Charles Barker and Travis Fimmel as Ellis Dove, Barker’s rookie partner. The 13×1-hour series is from Sony Pictures Television. The second season of 30 Rock also launches exclusively on FIVE USA. The series, distributed by NBC Universal International Television Distribution, recently picked up the Golden Globe for best comedy. FIVE USA will also exclusively air the seventh and final season of The Shield. The 13-part drama series is produced by Fox Television Studios in association with Sony Pictures Television.

Jeff Ford, Five’s director of digital channels and acquisitions, said: "I’m delighted with the look and feel of the refreshed channel and the great lineup of exclusive programming. Hannah Barnes and the team have already made a huge impact with FIVER and I’m delighted with the refreshed brand and the exciting new programming lineup for FIVE USA."

Hannah Barnes, the director of programs for FIVE USA and FIVER, added: "The new brand reflects the energy, pulse and guts of the USA’s great cities. I’m delighted with its tone of voice, which echoes perfectly the enhanced programming offering."

Nol Davis, Five’s head of creative services, commented: "In partnership with DixonBaxi, we have created a bolder, more colorful and energetic brand that better reflects the channel’s aspiration. We believe the new name and look also complements the younger, faster, louder brand of its sister channel FIVER."