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New brand identity for Five US

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New brand identity for Five US
Five US will undergo a brand refresh and become Five USA with a new programme schedule on February 16.

The channel - the last of Five's television services to be rebranded - has picked up the UK rights to A&E's The Beast, starring Patrick Swayze.

Other highlights on the new Five USA schedule include the second season of NBC's 30 Rock and the final season of The Shield.

"The new brand reflects the energy, pulse and guts of the USA’s great cities," said Hannah Barnes, director of programmes for Five USA and Fiver. "I’m delighted with its tone of voice, which echoes perfectly the enhanced programming offering."

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