Lateral have whipped up a new microsite for Milkshake - the early-morning programming strand on Five - - that caters for pre-school tots and their parents.

As Five’s Interactive strategic partner, Lateral carried out extensive research and analysis before beginning the re-build. The new site has been designed to be fun, varied and to provide a fulfilling learning experience with images playing as important a role as any words. A special dual-navigation system has been used to allow and encourage a horizontal navigation journey by the user’s tiny, often less than co-ordinated hands.

“Lateral have produced an engaging and educational site for our young audience. We are delighted with the new look and look forward to watching the site grow in both content and hits”. Said Nick Wilson, Controller of Childrens Programming

Content includes games and on and offline activities, such as Pairs, Stick-on-Scenes, Simple Sums, Silhouettes and Jigsaws, together with competitions, and birthday messages - which directly relate to Milkshake’s programming.

“One of the key criteria for the new site was the increased usage of movement and sound. This necessitated an increase in the use of Macromedia’s Flash, particularly in the games. However Flash is a major drawback to certain users - particularly those using screen-readers. To this end the templates required by the publishing system that drives the Five site are coded in such a way that two versions of the site are always available - both utilising the same content but now with very different navigation modes. The alternate “Text Only” version of the site will be perfect for the section of the audience that doesn’t want to use the default version. There is also content specifically designed for those who cannot or do not wish to use Flash.“ Said Sam Collett, Lead Designer, Lateral.

As with all of Five’s web presence, the new site is in a format that conforms to the requirements of the Disability Discrimination Act 1995.

If you would further information on Lateral, would like to interview Sam Collett from Lateral or require images please contact Karen Durham-Diggins on +44 (0)20 8989 2541 or email

For Five please contact: Louise Bowers, Publicity and Marketing Executive on 020 7550 5662 or email   

Editors Notes:

Lateral -
Lateral, is a small, but perfectly formed, independent digital communications agency, that packs a punch with heavy weight clients.

UK based Lateral, established in June 1997, has evolved into a unique consultancy that focuses on providing their clients with creative strategies and then executing them, using a support network of symbiotic business partnerships with specialist companies and their own network of companies.

Their pioneering expertise and professional approach has attracted recognition both within the new media industry, having been awarded several times for their work, as well as the consumer market as can be seen by their client list.

Published on: 12:00AM on 6th October 2004