Five US (Freeview channel 35) has been rebranded today as Five USA with immediate effect.
Main changes include new logo, DOG, break fillers, idents, all American continuity announcers, and programming & scheduling related improvements.
New programmes
The Shield Season 7
30 Rock Season 2
The Beast Season 1
Patrick Swayze: The Truth
Also they are kicking off a Will Smith season with 3 of his best loved films in a row; Bad Boys II, Men in Black and Men in Black II.
Along with the usual scattering of CSI and the various spinoffs, Numb3rs, and a good mix of movies old and new, Five USA is becoming a mean multi-channel machine and I hope to see this reflected in the ratings. In all honesty for all the money pumped into it ITV2 still isn't up to all that much IMO, E4 on the other hand remains strong but it's schedule has become rather stagnant just lately and it could do with another refresh soon.
Also E4 cannot be trusted when it comes to imports. By taking Smallville off mid season at Christmas, and holding the remainder of the episodes until March, they have angered viewers unnecessarily. I was honestly hoping ITV would snatch the first run rights from them when they started airing the earlier seasons because I do think they would probably treat it better.