Channel 5 unveils rebranded on-demand service ‘My5’

*This blog post first appeared on the Massive Interactive blog. Massive was acquired by Deltatre in November 2018.

Channel 5, the UK's fifth largest broadcaster, has launched a full brand refresh of its online portfolio across iOS, Android and web. Ditching the Demand 5 moniker, which the channel claims experienced "strong growth" across 2015, My5 will be rolled out across smart TVs, set-top boxes and other platforms over the coming months.

James Tatam, Director of Digital Media & Commercial Development for Channel 5, said: "Consumers increasingly expect a much more televisual and immersive experience from on-demand services. We've designed My5 to enable viewers to focus on finding and watching great programmes and nothing else. "

As part of the refresh My5 will introduce new personalisation features, including the ability to track favourite shows, keep tabs on content that's already been watched and device synchronisation. Channel 5 will also be adding additional content to its library, including exclusives and box sets.

Ron Downey, CEO at Massive Interactive, the vendor which assisted the broadcaster launch My5 via its Massive AXIS platform, said: "My5 is the result of a strong vision and serious dedication from Channel 5. We share a long heritage of accomplishments with the Channel 5 team and it is fulfilling to be part of another milestone launch on the new Massive AXIS platform. I'm already a My5 fan and look forward to positive feedback from other end users."