Channel 4 Unveils New Digital Brand Identity 'All 4'

David Abraham, Chief Executive of Channel 4, today unveiled details of All 4, the brand new digital home of all Channel 4 content, at a keynote address to the IBC Conference in Amsterdam. 

Abraham announced that in 2015, Channel 4’s 4oD will evolve to become All 4 – a new online destination with a new brand identity which will present all of Channel 4’s linear channels, digital content and services in one place, for the first time. 

All 4 builds on a heritage of pioneering digital innovation which saw Channel 4 launch the first ever TV catch up service in the world. The All 4 brand will replace the 4oD brand on all platforms from the end of Q1 2015. A new, engaging and intuitive user interface will guide viewers through a digital experience structured around three temporal states – On Demand (past), Now (present) and On Soon (future). This will launch initially on PC and iOS devices and will be extended to other digital platforms across 2015.

A new look On Demand will house all of Channel 4’s catch up content and its vast archive – integrating all available programme related information such as cast interviews and galleries with on-demand content for the first time. 

Now will be where viewers can watch live broadcasts from all Channel 4’s channels and engage with a range of content experiences which are of-the-moment – e.g. interactive content formats, news clips, short form videos and social media feeds.

On Soon will showcase new programme clips and promos allowing viewers to set reminders and alerts for future shows to drive awareness of upcoming content – and watch a selection of exclusive episode premieres before their linear TV broadcast. 

Channel 4’s newly launched ‘Shorts’ programmes will be tightly integrated across all three states, with Shorts additionally available in a dedicated Shorts hub.

For Channel 4’s registered viewers, the All 4 experience will be increasingly personalised. Using Channel 4’s leading audience insight capabilities, and leveraging its database of over 11 million viewers (which now includes 1 in 2 of all 16-34 year olds in the UK), All 4 will surface an increasingly bespoke set of content and related experiences for viewers. 

Channel 4’s online revenues have tripled in the last five years and continue to show strong growth driven by product and data innovation. 

Abraham said: “Having been a pioneer of VoD services in the UK, we think the future of TV viewing lies not with either linear or on-demand, but a creative and visual integration of the two worlds, blending the strengths of both into a single brand.

“We believe All 4 will deliver the most advanced broadcaster response to changing viewer behavior in the digital age, and will help ensure that our content portfolio remains an important, valued part of viewers’ TV consumption for decades to come.”

Commenting on the project, Keith Underwood, Director of Strategy & Technology at Channel 4 added: “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. 

“This is a significant change programme which will be delivered iteratively over the next year.”