<Tr> <Td> 5: 30 am </Td> <Td> Give Me 5! </Td> <Td> 0.03 </Td> </Tr> <P> 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 . </P> <P> On 16 September 2002, Channel 5 re-branded to Five, in a multimillion - pound project directed by Trevor Beattie . The channel's director of marketing at the time, David Pullen, said: </P> <Table> <Tr> <Td> "</Td> <Td> This campaign set out to achieve three key objectives: to clarify the channel's creative strategy; to refresh the channel's on - screen identity; and to address the gap between the common perceptions of Five and the new reality of our programming--stimulating viewers' reappraisal of Five's programmes and brand . <P> 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 a more confident and distinctive viewer proposition . </P> </Td> <Td>" </Td> </Tr> </Table>

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