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Channel 4 set to axe T4 brand

Channel 4 has announced that it is to axe its T4 brand this December, replacing it with a new music-driven format.

The T4 brand has targeted the 16-24 demographic since it launched in 1998 on Channel 4’s weekend morning slot. However as it failed to compete with the viewing figures for the network’s sister station E4, which also targets the youth market, Channel 4 took the decision to axe as it seeks to completely refresh its youth programming.

Dominic Bird, head of formats at Channel 4, is now looking for three music shows to pilot in the new year, which will be broadcast on Friday nights and designed to appeal to the T4 audience.

He said: "This is an incredibly exciting opportunity to develop a credible popular music show for Friday nights. The pilots reflect our continued ambition to provide our younger audiences on Channel 4 with a range of entertaining music content.

"Whilst T4 has historically been a much loved destination for our young audiences, its popularity has been incrementally diminished over time by the digital revolution.

"In a landscape where Channel 4 now provides E4, the nation's most popular channel for 16 -34 year olds, T4 has been fighting incredibly hard to maintain the cut through it once enjoyed, and now is the right time to look at more appropriate ways to serve our younger viewers."

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