Channel 4 has revamped and refreshed its video-on-demand (VoD) service, All 4, and introduced a paid tier that eliminates advertising.
Select users are being invited to trial the paid-for upgrade which will give viewers an ad-free experience more akin to that of the BBC or Netflix.
The service, called All 4 + has been tested over the last few months and the current trial will inform the features and pricing of its wider implementation.
In-house agency 4creative, with help from branding agency DixonBaxi, refreshed the logo, creating a 2D version of the classic Channel 4 logo but updated with a streaming bar.
This streaming graphic will differentiate the on-demand service from C4's other brands, which were updated in a single swoop last year. It will be immediately put in place in promos, social, mobile, TV and desktop.
Alice Tonge, head of 4creative said that it was looking to "develop a more refined approach to branding for All 4" to show that the product had become easier to use in recent times.
"The new All 4 branding is purposefully minimal, confident and sophisticated, providing us with a flexible toolkit that will bring freshness and energy to All 4."
She called it the "final piece of the bigger portfolio rebrand".
In addition to the design changes, the iOS app was rebuilt from the ground up with an emphasis on speed and reliability. It reportedly includes "better download capability, the ability to start programmes again when watching live and to stream audio described content on iOS for the first time". New discovery options are in the pipeline too.
Richard Davidson-Houston, head of All 4, said the broadcaster is "innovating on all fronts". In particular, the rebrand looks to help the service stand out on devices, and the paid-service trial shows it is "getting serious" about diversifying its digital income.
“All 4 continues to grow faster than the market with its unique mix of live TV, catch up TV, box sets and our new content partners - such as Vice, Walter Presents and Adult Swim - give people even more reasons to choose All 4.” he added.
All 4 said it boasted its most successful year in 2018, since its 206 launch, claiming views were up 25% year-on-year (without revealing the figures).
The changes come as Channel 4 experiments with targeted advertising options, most recently with the roll-out of the 'Dynamic TV' ad targeting tool which has attracted the spend of Boots and Suzuki. Video technology firm Innovid delivered the product, it has helped Channel 4 deliver numerous innovations in the space.