Channel 4 to drop 4oD for digital service All 4

Channel 4 is dropping its catch-up service 4oD for a new online destination called All 4, which will host all of Channel 4's linear channels, digital content and services.

Channel 4 to drop 4oD for digital service All 4
Channel 4 to drop 4oD for digital service All 4

The All 4 brand will replace the eight year old 4oD brand on all platforms from the end of the first quarter, 2015.

The digital interface will archive Channel 4 content into three categories – On Demand (past), Now (present) and On Soon (future).

On Demand will house all of Channel 4’s catch up content and its archive – integrating all available programme related information such as cast interviews and galleries with on-demand content for the first time.

Now will be where viewers can watch live broadcasts from all Channel 4’s channels and engage with a range of content experiences which are of-the-moment – e.g. interactive content formats, news clips,  short form videos and social media feeds.

On Soon will showcase new programme clips and promos allowing viewers to set reminders and alerts for future shows to drive awareness of upcoming content – and watch a selection of exclusive episode premieres before their linear TV broadcast.

All 4 will launch initially on PC and iOS devices before being extended to other digital platforms across 2015.

Channel 4’s newly launched ‘Shorts’ programmes will be tightly integrated across all three states, with Shorts additionally available in a dedicated Shorts hub.

Drawing on Channel 4’s  database of more than 11 million viewers (which now includes 1 in 2 of all 16-34 year olds in the UK), All 4 promises to surface an increasingly bespoke set of content and related experiences for viewers.

David Abraham, chief executive of Channel 4, said: "Having been a pioneer of VoD services in the UK, we think the future of TV viewing lies not with either linear or on-demand, but a creative and visual integration of the two worlds, blending the strengths of both into a single brand.

"We believe All 4 will deliver the most advanced broadcaster response to changing viewer behavior in the digital age, and will help ensure that our content portfolio remains an important, valued part of viewers’ TV consumption for decades to come."

Keith Underwood, director of strategy and technology at Channel 4, added: "We want to evolve our digital estate to reinforce the online association with our linear channel brands and to provide a broader range of content experiences in an increasingly personalised manner.

"This is a significant change programme which will be delivered iteratively over the next year."