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Channel 4 is to make live streaming of its TV networks and on-demand service 4oD available in a new online hub, branded All 4, in a bid to better exploit the growing trend in viewing on devices such as tablets and smartphones.
As part of the digital transition, 4oD – the brand launched by Channel 4 in 2006 as the first home of its on-demand, catch-up TV service – will be scrapped.
The All 4 initiative forms the next stage of Channel 4 chief executive David Abraham’s plan to keep connected with the broadcaster’s youth audience, for which advertisers pay a premium, which is drifting from traditional TV to digital.
“We believe All 4 will deliver the most advanced broadcaster response to changing viewer behaviour in the digital age,” said Abraham, who will unveil the initiative in a keynote speech at the IBC conference in Amsterdam on Thursday. “It will help ensure that our content portfolio remains an important, valued part of viewers’ TV consumption for decades to come.”
Channel 4 claims to have signed up 50% of all 16- to 34-year-olds in the UK to Channel4.com.
The new All 4 website will have three main sections.
The Now section will be where viewers can watch live streaming of all Channel 4 TV services, including the main network, E4, More4 and Film4.
A newly-overhauled on-demand section will replace 4oD and host all of the broadcaster’s catch up TV content, as well as features such as cast interviews.
The On Soon section will showcase new programme clips and promos, and allow viewers to set reminders and alerts.
Channel 4’s new Shorts initiative, commissioning a range of bite-size programmes for the web featuring talent including Jamie Oliver and Made in Chelsea’s Binky Felstead, will be made available across all three sections as well as in its own dedicated hub.
The new strategy comes months after Channel 4 moved to strip full-length programmes from its YouTube channels to focus on attracting viewers to, and better monetising, its own Channel 4.com site.
Channel 4 says its online revenues have tripled over the last five years.
“We want to evolve our digital estate to reinforce the online association with our linear channel brands and to provide a broader range of content experiences in an increasingly personalised manner,” said Keith Underwood, director of strategy and technology at Channel 4.
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