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On 11 February 2016, Channel 5 also unveiled an overhauled brand, meant to reflect a new remit of "Spirited TV with an Emotional Heart".The British frequency plan had only allowed for four channels to be transmitted over the whole of the UK using analogue terrestrial transmitters, but the ITC identified that UHF channels 35 and 37 could provide coverage of around 70% of the UK population.Other bidders for the licence included UKTV (led by Canwest and Select TV which bid £36m for the licence, New Century Television (owned by BSky B and Granada who bid £2m) Virgin TV (backed by Virgin Communications and Associated Newspapers who bid £22m, the same as Channel 5 Broadcasting who won the licence) The channel would be both modern and mainstream.A logo (a numeric "5" within a circle) and visual motif (a "candy stripe" bar of colours) were used, and an attempt was made to establish a collection of Channel 5 faces; through the spring of 1997, billboards of Jack Docherty were displayed, along with other unknown characters.The initial round of bidders, which included a network of city-TV stations planned by Thames Television and the Italian politician and media tycoon Silvio Berlusconi was rejected outright and the ITC contemplated not awarding the licence at all.The difficulty with the project lay in use of television broadcast frequencies that had been allocated to RF outputs from domestic videocassette recorders.The station has been very successful with imports from the United States in particular, including the CSI franchise, the NCIS franchise, the first 3 series in the Law & Order franchise, Power Rangers, The Mentalist, Body of Proof, Once Upon a Time, Dallas and Under the Dome.Channel 5 Broadcasting Limited was licensed by the UK Government in 1995 after a bidding process that started in 1993 and lasted throughout 1994.

On 1 August 2015, Channel 5's five advertising regions: London, South/Central England and Wales, Northern England, Scotland, and Northern Ireland were closed with Viacom considering them financially unviable.The rest of the Channel 5 launch night schedule, along with the official viewing figures, was as follows: Overall, an estimated 2,490,000 tuned in to see Britain's fifth free network launch, a figure higher than that achieved by launch of Channel 4, fourteen and a half years earlier.On 16 September 2002, Channel 5 re-branded to Five, in a multimillion-pound project directed by Trevor Beattie.A series of pre-launch screens were displayed on the frequencies Channel 5 would begin broadcasting on in the months before launch as well, including a trailer for the channel and information screens.After re-tuning around 65% of the population's televisions could view the channel on launch night.Richard Desmond purchased the station from RTL on 23 July 2010, announcing plans to invest more money in programming and return to the name Channel 5 with immediate effect, and it was relaunched on 14 February 2011.

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