IBC 2014: Channel 4 signals end of 4oD as it launches All 4 digital hub
| 12 September 2014
Despite its success in leading the company's charge into digital, Channel 4's 4oD on-demand service is to close in Q1 2015, evolving into a new digital home of all Channel 4 content, All 4.

Addressing the IBC, Channel 4 chief executive David Abraham revealed that All 4 will be 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. The All 4 brand will offer what the UK's fourth largest broadcaster describes as a 'new, engaging and intuitive user interface' designed to 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.

On Demand will house all of Channel 4's catch-up content and its 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 content including interactive 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 also watch episode premieres before their linear TV broadcast.

Channel 4's newly launched Shorts programmes will be tightly integrated across all three states, and will be also available in a dedicated Shorts hub. All 4 will also offer a bespoke set of content and related experiences for viewers.

Channel 4's online revenues have tripled in the last five years and Abraham believes that both product and data innovation is key to this growth. "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," he said. "We believe All 4 will deliver the most advanced broadcaster response to changing viewer behaviour 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."