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 attended by a number of starry names such as Roger Daltrey, Matthew Wright, Vanessa Feltz, Peter Andre and Barbara Windsor. 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. A new logo for Channel 5 with the restored original name "Channel 5" imposed on a red circle was unveiled in October 2010 but only introduced on screen on 14 February 2011.
The first ident to be seen at 9.15am, prior to The Wright Stuff. Girl bashes away on a drum set laid out in front of a giant "5" screen, a key component which is featured in each of the first 3 idents revealed.
Entirely graphically based, an EQ design animates on the big screen before bursting out in boxes, one of which containing the 5 logo. Designated News ident.
Dinosaur vs. Robot
A child plays with his dinosaur and robot toys unaware that his imaginations are being broadcast behind him, with the animated robot bursting out of the screen and producing the 5 logo on screen via its laser beam.
Used mainly for crime dramas and films