Channel 4 says its new digital platform All 4 will go live on Monday March 30 on PC, iPads and iPhones. The All 4 brand identity will replace 4oD across all platforms as the broadcaster’s catch up TV service.

More than that, Channel 4 has created a single digital hub, which will host all of Channel 4’s linear channels, digital content and other online services in one place. Mobile live streaming is being introduced for the first time.

Like the BBC, Channel 4 is offering increased personalisation to registered users.

All 4 will have three main sections; On Demand, including, catch up, archive and Box Sets; Now, for live broadcasts, news clips, social media conversations; and a new Shorts section; On Soon will showcase upcoming shows and include premiers ahead of their linear TV debut.

Keith Underwood, Director of Strategy and Technology said: “All 4 builds on a heritage of pioneering digital innovation at Channel 4. Back in 2006, Channel 4 became the first broadcaster in the world to offer long-form TV content on-demand with the launch of our 4oD service. Now, the replacement of 4oD with All 4 embodies our strategy of providing a wider range of increasingly personalised digital services to registered users”.

From launch All 4 will host a special selection of Channel 4 Premieres in advance of their linear TV debut including new season Made In Chelsea; Series Rewinds including hit US drama Nashville; and for the first time ever on-demand, critically acclaimed comedy The Inbetweeners Movie 1.

Channel 4 has signed an exclusive partnership with the mobile operator O2 that will see ten of Channel 4’s top series premiered to O2 Priority customers 48 hours early – and multiplatform sponsorship of All 4 – throughout 2015.