Fiver idents play to the Kaisers' beat.

UK DIGITAL TV STATION FIVER has licensed the new Kaiser Chiefs' single Never Miss A Beat to soundtrack its idents for October, putting the track in front of an estimated 4m viewers.

The channel, which is available on Freeview, Sky Digital, Tiscali TV and Virgin Media, originally launched as Five Life in 2006 and was rebranded as Fiver in April 2008.

Since then it has licensed Grandmaster Flash's The Message, Dragonette's I Get Around, Salt-N-Pepa's Push It and Miss Match from unsigned act Make Giants to use as idents.

Never Miss A Beat, the first single from Kaiser Chiefs' new Mark Ronson- produced album Off With Their Heads, is released today (Monday) through B Unique/Polydor, coinciding with its air date on Fiver.

The track is already A-listed at Radio One and 6 Music and C-listed at Radio Two, while the video has been picking up plays on The Box. However, Fiver, which will use an instrumental version of the track, has exclusive soundtrack rights among all non-music channels in the UK.

Fiver head of creative services Nol Davies says that using a single from a popular act brings mutual benefit. "With something like the Kaiser Chiefs, a lot of people will hear it for the first time on Fiver. We get so many calls about the music we use," he says.

"Championing commercial tracks adds character, surprise and relevance. We're very happy the Kaiser Chiefs agreed to be a part of it. Tapping into the music that our primary target age group listens to and likes extends brand influence."