Five launches soap opera website
UK commercial broadcaster Five is to create a series of branding-free, genre-based websites around subjects such as TV soaps, featuring its own shows as well as those of rival broadcasters.
The strategy kicked off this week with the launch of Holy Soap, a website based around Five's Australian shows Neighbours and Home and Away. But the soap site will also include news and gossip about rival broadcasters' shows such as EastEnders, Emmerdale, Coronation Street and Hollyoaks.
Holy Soap will not have any Five branding in a bid to pull in viewers who are interested in soaps across the different channels.