UK terrestrial broadcaster Channel 4 is set to drop its 4oD on-demand service from next year in favour for a new all-encompassing digital home that will be branded All 4.
Channel 4 said that with the evolution of 4oD to All 4, it will present all of its linear channels, digital content and services in one place, for the first time.
Announcing the move at IBC this morning, Channel 4 CEO David Abraham said: “We think the future of TV viewing lies not with eitherlinear or on-demand, but a creative and visual integration of the two worlds, blending the strengths of both into a single brand.”
Scheduled to launch at the end of Q1 2015, All 4 will feature a new interface that will be based around three content options – On Demand, Now and On Soon – with Channel 4’s newly launched ‘Shorts’ programmes due to be tightly integrated across all three.
On Demand will be home to Channel 4’s catch-up content and archive of programmes. Now will be where viewers can watch live broadcasts from all Channel 4’s channels and engage ‘of-the-moment’ content like news clips, short form videos and social media feeds.
Meanwhile, On Soon will be home to new programme clips and promos and will also air a selection of exclusive episode premieres before their linear TV broadcast.
“We believe All 4 will deliver the most advanced broadcaster response to changing viewer behaviour 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,” said Abraham.
For Channel 4’s registered viewers, All 4 is designed to be increasingly personalised.
Channel 4 claims that its online revenues have tripled in the last five years and “continue to show strong growth driven by product and data innovation.”