In October 2010, the new owner of Channel 5 Richard Desmond revealed the station’s new look and confirmed its official on-screen identity as “Channel 5” during a press launch. Major investment in new programming for 2011 has been promised by Desmond’s Northern and Shell Group. Heavy promotion of these changes has appeared across the N&S owned newspapers, the Daily Express and Daily Star. Similarly, films on Channel 5 are now sponsored by the Daily Express.
After eleven series on Channel 4, the reality show moved to Channel 5 in the summer of 2011 and presentation heavily promoted its arrival.
In October 2010, the new owner of Channel 5 Richard Desmond revealed the station's new look and confirmed its official on-screen identity as "Channel 5"
Presentation used on Channel 5 since 14 February 2011.
A selection of Channel 5 Christmas presentation.
Channel 5 gave its onscreen presentation a refresh on Monday 22 September 2014. Although there were no changes to the idents, other aspects of the channel's look were refreshed, following the confirmation of Viacom's purchase of the channel.