E4 to pull in ads for Channel 4

Channel 4’s entertainment channel E4 is set to become the key commercial channel in the broadcaster’s digital portfolio.

Channel 4’s entertainment channel E4 is set to become the key

commercial channel in the broadcaster’s digital portfolio.



E4 will be a free-to-air channel unlike Film Four, which is now run on a

pay-per-view basis. E4’s content will be available automatically when a

customer signs up for digital television, whereas viewers must pay a

monthly subscription to Channel 4 in order to receive Film Four.



Film Four only runs ads in between its movies so they can be broadcast

without interruption. E4 will be Channel 4’s main source of ad revenue

and will screen light entertainment programmes such as quiz shows and US

sitcoms, including Friends.



E4’s commercial and advertising strategy will be the responsibility of

Mike Parker, head of the newly formed client sales division within

Channel 4.



The division is already responsible for Film Four, a digital racing

channel which is due to launch in November, and through-the-line

advertising for Channel 4 books, videos and CDs.



Parker said: ’We hope to attract young male viewers, who will be able to

access the channel directly and increase its value to advertisers.’



Kevin Lygo, head of entertainment and music, has been appointed

controller of programmes for E4.



Lygo will be responsible for commissioning programmes that are suitable

for broadcast across both Channel 4 and E4.



Andrew Newman, deputy commissioning editor of Channel 4’s entertainment

division, will join E4 as head of programming.



The entertainment channel is set to launch in the winter but Parker said

that the new appointments suggested it might be up and running sooner

than expected.