Channel 4 Unveils Off-Beat Idents for Launch of E4 Sister Channel E4 Extra

Channel 4 today unveils four twenty second idents, that inject the everyday with a dose of purple weirdness, for launch of new youth-facing sister channel to E4 called E4 Extra.

The four 20 second idents, animated and directed by Michael Marczewski with sound design by Andy Theakstone of multi-award-winning studio Polyphonia, feature normal everyday scenes that become injected with a dose of purple weirdness. What starts out as very relatable scenes soon shift into the bizarre and unexpected, as a dusty village fete reveals a most dangerous interdimensional monster, and a mundane wait at a bus stop is interrupted by a gang of electric eels.

E4 Extra launches as a new youth-facing sibling channel to E4, which will occupy the EPG slot currently held by 4Music (Freeview 31, Virgin 337, Sky 139, Freesat 181 and YouView 31). From 29th June, E4 Extra will focus on comedy and entertainment and be home to scripted and unscripted acquisitions including Batwoman, Ramsay’s Kitchen Nightmares and Ninja Warrior Japan.

4Music will move to replace Box Hit’s slot on the EPG (Virgin 336, Sky 354 and Freesat 501). The channel, which currently broadcasts a mixture of entertainment, acquisitions and music, will transition back to focus on music and the biggest stars of pop, as well as playing the latest chart hits.

Lynsey Atkin, executive creative director of 4Creative, said: “E4 has long been known for serving up some clever-silly when it comes to idents. We’ve carried this spirit over to new younger sibling E4 Extra, giving everyone an even bigger helping of purple irreverence and oddity.”