Channel 4 announces new digital-first brand, Channel 4.0
New content division is designed to attract younger viewers, bringing together a variety of mischief-making creators with a brief to engage, educate and entertain.
Channel 4 gets straight to the point with digital-first brand 4.0
Channel 4 has punctuated its digital-first drive with the launch of Channel 4.0, an umbrella brand drawing together the network’s ever-expanding array of social formats.
The content division is designed to attract younger viewers by emphasizing its renegade nature, in comparison with the well-established parent brand, with a particular emphasis on the 16-24-year-old demographic.
Debuting next week on YouTube after previously agreeing to screen hundreds of hours of content on the social platform, the initiative will bring together a variety of mischief-making creators with a brief to engage, educate and entertain.
Serving as a platform for future talent and an oasis for established creators such as Chunkz, Nella Rose and Alhan Gençay, the initiative is led by head of digital commissioning Sacha Khari and digital commissioning editor Evie Buckley.
Khari commented: “Not only will Channel 4.0 be a place where established stars come to spread joy, genius and a bit of chaos, we’ll be scouting for the next generation of talent – creating opportunity both in front and behind the camera. We want to collaborate, elevate and enrich the great content already happening in this space, giving creators funding and another platform to authentically showcase their brilliance.”
Delivered in partnership with launch consultants Big Smoke Corporation, Channel 4.0 will adopt audience, publishing and community engagement strategies led by 4Studio.
The future of Channel 4 remains up in the air with a revolving door of prime ministers casting doubt on privatization plans.