NEW DELHI: Viacom will rebrand Channel 5 later this year. The channel was acquired from Richard Desmond for ?463 million (€645m) in May 2014.

MTV UK general manager and SVP of youth and music Kerry Taylor has been named the company’s chief marketing officer and has been tasked with the rebranding.

She will be aided by MTV UK vice president of marketing and communications Jo Bacon.

“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 Viacom UK, Australia and central and Eastern Europe president David Lynn.

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

Meanwhile, as was reported by Indiantelevision.com, 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.