Ian Quinn, Media Week, 19 September 2006, 10:22am

Five backs digital channels with £4m marketing spend

Five is to launch what it claims will be the biggest campaign for a digital launch in UK history, when a £4m marketing blitz starts next week to back the arrival of Five US and Five Life.

The two digital channels will mark Five's first venture into multi-channel TV when they launch in mid-October.
The campaign will top the spending by Channel 4 on the back of its move to make Film4 free-to-air.
Breaking next Monday (25 September), the campaign will include heavy on-screen promotion on Five and a string of rival channels, as well as major outdoor, press and online presence.
Five has also signed a big promotional deal with Freeview to promote the launches at point-of-sale.
Jane Scott, director of marketing, who joined Five from the BBC last summer, having previously launched the famous BBC "red dancers", is spearheading the campaign.
Scott has employed creative agency VCCP and media agency Vizeum to oversee the launch. Both companies had previously been involved in the revamp of Five's flagship channel identity earlier this year.