In 2011, the channel was re-launched again, as 5* (pronounced "Five Star"). The new brand focused on a "fun-loving" concept, with initial acquisitions including "$h*! My Dad Says", "Better with You" and "Parenthood". On 11 April 2011, 5* reduced its broadcast hours to 13:00 to 00:00, replacing the hours withdrawn with more teleshopping. When some of these new programs failed to make much of an impact in the channel's ratings, several were dropped and replaced by new locally produced and acquired programming. These included the American series "8 Simple Rules", "10 Things I Hate About You", "Alphas" and "The Lying Game".