[In the Drunk Tank]

Wiki: With the takeover by Richard Desmond's Northern & Shell Group, major changes and considerable financial investment have been promised by the new owners.[27] The current on-screen identity retains the 'Five' look but continuity announcers use 'Channel Five' and the change is now reflected in programme guides such as Radio Times.

In October 2010, Desmond revealed the station's new look and confirmed its official on-screen identity as "Channel 5" during a press launch attended by a number of starry names such as Roger Daltrey, Matthew Wright, Vanessa Feltz, Peter Andre and Barbara Windsor. Major investment in new programming for 2011 has been promised by Desmond's Northern and Shell Group with an official relaunch as "Channel 5" due onscreen from 2011.[28] Desmond has heavily promoted these changes in his tabloid newspapers, the Daily Express and Daily Star.[29] Desmond unveiled a new logo for Channel 5 with the restored original name "Channel 5" imposed on a red circle, to replace the obsolete "Five" idents"

We'll probably find out when they do this relaunch I think