Regular readers (hello mum) may recall that I recently called into question whether Five has ever managed to shake-off its image as little more than a provider of cheap frequency to advertisers' schedules.
While I still maintain that Dawn Airey has much to do upon her arrival as chairman to turn Five into becoming a must-have on any media buyers wish-list, there is strong evidence that the channel is working hard to earn this place.
Break junctions and bumpers - bear with me - may not sound like the most interesting of things but they are increasingly crucial in order to retain viewers throughout the day, and this is important not just for the channels themselves but also the advertisers in the breaks in between programmes.
Real credit is therefore due to Five for attempting to inject a little excitement into the breaks by running frequent and genuinely creative bursts that are intended to describe the brand values of the channel and its programming - something that critics have long said that the channel has struggled to communicate.
Although Channel 4, ITV and the BBC have tried to liven up their break junctions, often, the executions are so few as to have become predictable and tired - for example who can't have failed to notice that when the BBC has hippos swimming in a circle a nature programme is sure to follow.
Five's move is not without risks and therefore shows real confidence in its tone and product. And for that, it should be applauded.
