Milkshake! first launched in 30 March 1997, along with Channel 5.
In 2000, Milkshake! rebranded and became more child-friendly.
On 16 September 2002, Channel 5 rebranded, along with Milkshake!, and a new programming block called Shake! came out. In 2003, another new block called NGA also launched making 3 blocks that Channel 5 owned! NGA was axed in 2005 and Shake! was axed in 2007 and 2011.
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In 2005, Milkshake! rebranded yet again, but this time it's all white. Shake! didn't adopt a look similar to this until 2009.
The 2005 idents were slightly updated on 4 October 2009, with the old presenters (Naomi Wilkinson, Beth Evans and Kemi Majeks) replaced with new ones (Jen Pringle, Derek Moran and Kemi Majeks).
On 24 July 2017, Milkshake! changed its logo for the first time in over a decade. The logo bears a resemblance to the 2000, 2002 and 2005 logos.
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