Five, the UK commercial TV broadcaster owned by Bertelsmann's RTL Group, will launch two new free-to-air digital channels this fall. The launch will be financed via a "substantial additional investment" by RTL.

The venture marks the broadcaster's first foray into the digital arena. The new ad-funded channels, branded Five Life and Five US, will respectively purvey children's programming and reruns of old and new[ish] US content.

Five's pre-school strand Milkshake! will feature large on the kids' channel, which will also target mothers, wooing them with female-oriented drama, films, soaps, popular factual and lifestyle programming.

Enthuses Five ceo Jane Lightning: "This is tremendously exciting and the most important development in Five's history since our launch more than nine years ago.

"We believe these two new channels will play to our programming strengths, highlighting genres in which we have an acknowledged track record. A huge amount of work has gone on behind the scenes to create two propositions that genuinely increase viewer choice across the digital platforms."

Both channels will be available via the Freeview platform, now installed in over six million UK homes.

Data sourced from BrandRepublic (UK); additional content by WARC staff