[Stuart]

They have a streaming service in Paramount Plus though... so this is very much incorporating the Pluto stuff into Channel 5's streaming offering? Surely the name makes more sense to still be aligned with Channel 5?

I use Paramount+, but it's a subscription-only service.  I appreciate that ITVX operates two tiers, but that's to do with avoiding advertising.

Turning Paramount+ into an amalgam of free services (including a linear catch-up service) with a premium subscription service would probably be a marketing nightmare.

I suspect that most of the UK is unaware that Paramount own C5, so would be confused by any instruction to send them to a streaming service with that name.