Viacom has confirmed it will rebrand of Channel 5 later this year, which it acquired from Richard Desmond for £463 million (€645m) in May 2014.

Viacom has named Kerry Taylor, senior vice president of youth and music and MTV UK general manager, as the company’s first chief marketing officer tasked with the rebranding. She will be aided by Jo Bacon, MTV UK’s vice president of marketing and communications.

“Their task will be to capture changing perceptions about the brand amongst lighter viewers as Channel 5 continues to improve programme range and quality and its ratings performance,” said David Lynn, president of Viacom UK, Australia and central and eastern Europe.

The ad agency Joint has been appointed as the strategic agency for the rebrand of Channel 5.

Meanwhile, Channel 5 has struck a deal to broadcast Big Brother for the next three years.  Under the deal, which is worth as much as £60 million, Channel 5 has secured the rights to broadcast the reality series until the end of 2018.

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