By Darren Waters BBC News Online entertainment staff

On Monday, Channel 5 re-launches itself as simply Five, another step away from its reputation as a channel of soft-porn and low quality television.

Recently, Channel 5 chief executive Dawn Airey, and by extension Channel 5, felt emboldened enough to attack its rival ITV for being "bland".

"It used to be a centre of excellence of popular drama, of entertainment," she said.

A new logo for a new station?

"ITV is shedding audience faster than a snake can get rid of its skin," she added.

It was an interesting analogy. For while ITV is "shedding its skin", Channel 5 is changing its spots.

That Ms Airey felt she was in a position to criticise ITV - seen as the leading commercial terrestrial broadcaster - is a sign of the confidence within Channel 5.

The re-launch of the channel as Five, with its bold logo, is cause for concern within the corridors of ITV.

As the main commercial broadcaster continues to lose viewers, advertising revenue and come under fire from commentators for "dumbing down", Five is enjoying a far more successful period.

Beleagured

On the revenue side the channel is close to breaking even, advertising revenue is up 23.3%, audience share has reached 6.5% and in August it was named terrestrial channel of the year at the Edinburgh TV festival.

No wonder ITV has been desperate to win the services of Ms Airey, who has been touted as a potential new head at the beleaguered broadcaster.

Dawn Airey: Targeted by ITV

RTL, the main shareholder in Five, has countered with a reported offer of more money for programming.

As Ms Airey weighs up her options, she could be forgiven for a wry smile as she reflects on the last five years in the life of Five.

When it was launched Five quickly established itself as the home of downmarket television - low budget soap operas, a glut of American B movies, tacky and sometimes crass quiz shows and infamous erotic dramas were the mainstays of scheduling.

Footballs, films and fornication were the three Fs of the station.

The Daily Mail raged at quiz show the Naked Jungle - which featured nude contestants and host - calling it a "new low in bad taste" and branding the station "Channel Filth".

At the time ITV and even Sky One - perhaps the TV cousins of Five in terms of programming - had little to worry about.

'Serious

But Five is changing its spots - and not always slowly. Programming changes at the channel have sometimes felt like evolutionary leaps.

"We want to send out the message that Channel 5 is now a serious, proper station that matters," said Kevin Lygo, the director of programmes who was poached from Channel 4.

The Shield: A big-named US import on Five

Th new logo, part of a plan dreamed up by former MTV marketing chief David Pullen, another high-profile poach, is just one plank in its desire to build a brighter, more confident and ebullient station.

Many commentators raised eyebrows in derision when Five announced a raft of arts programmes in prime time but they have proved critical and commercial successes.

As the BBC faced increasing criticism for its lack of arts programmes and for chasing ratings, and ITV's glut of quiz shows brought criticism in the newspapers, Five seemed to be rushing to fill the void.

The shift in programming felt almost like a political re-alignment - Five seemed to be establishing "clear blue water" between itself and its rivals.

Paid off

Added to the arts programmes, was the capture of Tony Garnett, one of the most respected TV producers, to make a police series for the channel.

Channel 5's output in recent months has been... enthralling

Hywel Williams, The Guardian

The screening of American imports such as CSI: Investigations and a stronger emphasis on in-house productions also seems to have paid off.

A big-money deal to secure the screenings of major Hollywood movies, such as Saving Private Ryan, The Matrix, Armageddon and Eyes Wide Shut, is also further evidence of its confidence.

The first screening of Saving Private Ryan, Steven Spielberg's World War II epic, secured 2.7 million viewers and a 17% share of the overall audience, doubling its usual Tuesday evening share.

'Rather amazing'

Suddenly, commentators are lining up to heap praise on Five.

Hywel Williams, writing in the Guardian, said: "Channel 5's output in recent months has been... enthralling."

"The C5 of 2002 has reclaimed television as an adventure in ideas-and shown how a spare style can still make you watch," he added.

He concluded: "Dawn Airey along with her commissioning editors have started to do something rather amazing in British broadcasting."

The question is where now for Five and perhaps also - will Ms Airey remain to finish what she started?

The channel's stated aim is to win a 10% share of the TV audience although many observers have scoffed at the ambition.

Complete

After all, it costs Channel 4 �450m a year to achieve a 9% share, while Five has a mere �149m at its disposal.

As for Ms Airey, the temptation must be to sail on with her present course rather than jumping across to a ship which shows signs of sinking.

It is unlikely that Five will ever turn itself into a BBC Two or Channel 4-style programming, mainly because those channels have the market sewn up between them.

But as long as ITV continues to struggle to find its role, Five can continue to poach viewers, grow advertising revenue and win over former critics.

In many senses, Five has really come alive.