Not everything will change though: Channel 5 will continue to show Big Brother and Celebrity Big Brother, first acquired by the channel under its previous ownership, for another three years.
Broadcast quotes David Lynn, president of Viacom International Media Networks UK, Australia and Central and Eastern Europe, as saying:
“We will refresh the C5 look later [this year] and also reshape the content output, bringing in a broader range of programming that isn’t traditionally thought of as C5.”
It's currently not known if the rebrand will mean a name change for the channel.
Viacom, who also operate pay TV channels MTV, Comedy Channel and Nickelodeon, are meanwhile preparing to launch new Freeview channel Spike next month.