In September 1999, Channel 5 launched it's first new look. The mainly white idents, still used the colour bar and had the channels "celebrities", "taking the mickey" out of the channel. Jim Hytner, Marketing Director of Channel 5 said "The launch itself was successful in establishing it as a big brand or a big channel but I'm not sure that we the channel had a good enough feeling about what our programming was going to be and therefore it was quite hard to express that to viewers. "Our new idents involve our channel personalities/celebrities who actually take the mickey out of the channel or take the mickey out of themselves which tries to express a confidence to the viewer that we have about ourselves."
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