Channel 4 Rebrands VoD Service All4 as Channel 4

On the event of its fortieth birthday, U.Okay. public service broadcaster Channel 4 has rebranded its VoD service All4 as Channel 4. The service was often known as 4oD and it was renamed as All4 in 2015.

The rebranding, which is able to start from spring 2023, is to “assist audiences higher navigate the abundance of selection within the digital world and discover their favourite Channel 4 reveals wherever and every time they select to look at content material,” Channel 4 stated in a press release. “All4 will change to ‘Channel 4 as Channel 4 turns into the primary U.Okay. broadcaster to undertake one model id throughout its digital and linear channels as audiences more and more not distinguish between digital and linear content material. Channel 4’s whole portfolio of channels may even align with the Channel 4 model.”

The rebranding comes as Channel 4 faces an existential disaster. Former U.Okay. Tradition Secretary Nadine Dorries set in movement a course of to denationalise the group, a transfer supported by new U.Okay. Prime Minister Rishi Sunak.

Zaid Al-Qassab, chief advertising officer at Channel 4, stated: “As Channel 4 turns 40, we’re responding to the problem of an more and more crowded content material market by utilizing our strongest asset, the Channel 4 model. The creation of a singular model imaginative and prescient will higher serve our viewers and assist futureproof the channel to ensure we’re in a position to proceed to take inventive dangers for the subsequent 40 years. We need to turn into the viewers’ North Star within the digital world. A valued curator to assist them navigate to a vacation spot filled with entertaining and considerate content material they know they will belief.”

Channel 4 has commissioned new idents from British artists and filmmakers as a part of the model transformation, with the transient of representing the U.Okay., its tradition and mentality to current “an sudden and daring portrait of Britain retold.”