TV station broadcasts a new look

The advertising guru Trevor Beattie is to rebrand Channel 5 in a multimillion pound relaunch.

The overhaul, which will see the station rebranded as "Five", comes five years after the station launched and is part of its attempt to lose the downmarket image it attracted by showing soft porn films.

Mr Beattie, who devised the fcuk campaign for French Connection, will also help promote the autumn schedule, which includes a show hosted by Carol Smillie, presenter of Changing Rooms, in which viewers can win a holiday home.

The station's director of marketing, David Pullan, said: "Channel 5 was a name; Five is a brand. Five as a brand reflects the evolution the channel is undergoing in programming and in becoming more confident and distinctive."

Channel 5's director of programmes, Kevin Lygo, has tried to take the channel upmarket since he took over last year by showing new arts and history programmes.