Channel 4 is to drop the iconic 4oD brand for its catch up TV services and replace it with the new All 4.

The new platform will emphasise the service is being about the here and now as much as catch up. Three areas will also include the ability to watch live TV across the UK public broadcaster’s suite of digital channels and preview what is ahead on the channel.

4oD has been present for eight years and has gained in popularity following a shaky start that included an early attempt to introduce micropayments.

In an announcement due to be made at IBC in Amsterdam, Channel 4 CEO David Abraham will tell delegates the new service will launch early next year, initially on PCs and iOS devices before being extended to all platforms where 4oD currently resides.

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.”

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