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Channel 4 rolls out weird idents to launch E4 Extra

By Taruka Srivastava, Freelance journalist

June 14, 2022 | 3 min read

Channel 4 has rolled out idents for E4’s youth-oriented sister channel E4 Extra, topped with a weird purple twist, with the aim of attracting a younger audience.

Channel 4 rolls out animated weird idents to launch E4 Extra

One new ident features the ‘most dangerous interdimensional monster’

The four 20-second animated ads are directed by Michael Marczewski, with sound design by Andy Theakstone of multi-award-winning studio Polyphonia, and feature basic everyday routines that end unexpectedly.

One ad shows an old lady at a village fete looking at tables featuring the entries for best jam and for biggest vegetable – while another table presents the ‘most dangerous interdimensional monster.’ Similarly, another indent showcases a man waiting at the bus stop while a swarm of electric eels glide past.

e4 extra

E4 Extra launches as a new youth-facing sibling channel to E4, which will occupy the EPG slot currently held by 4Music (Freeview 31, Virgin 337, Sky 139, Freesat 181 and YouView 31). From June 29, E4 Extra will focus on comedy and entertainment and be home to scripted and unscripted acquisitions including Batwoman, Ramsay’s Kitchen Nightmares and Ninja Warrior Japan.

4Music will move to replace Box Hit’s slot on the EPG (Virgin 336, Sky 354 and Freesat 501). The channel, which currently broadcasts a mixture of entertainment, acquisitions and music, will transition back to focus on music and the biggest stars of pop, as well as playing the latest chart hits.

Lynsey Atkin, executive creative director of 4Creative, said: “E4 has long been known for serving up some clever-silly when it comes to idents. We’ve carried this spirit over to new younger sibling E4 Extra, giving everyone an even bigger helping of purple irreverence and oddity.”

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