UK’s Channel 4 enters US market with FAST in ‘pivotal moment’ for broadcaster

Shipwrecked

Channel 4 (C4) is entering the FAST ecosystem by launching two offerings in the US, with the UK broadcaster describing the move as a “pivotal moment” in its evolution.

4 Adventure and 4 Emergency will be available on US streaming platforms Tubi, Plex and Xumo Play, with C4 content and other UK programming available for free to viewers.

4 Adventure will offer reality and documentary programmes centred around survival challenges and endurance such as Shipwrecked and The Island With Bear Grylls.

4 Emergency’s slate includes “British health and emergency response” series such as 24 Hours In A&E, Emergency Helicopter Medics, Emergency Rescue: Air, Land & Sea and Paramedics: On The Frontline (999: On The Frontline in the UK).

‘Huge range of possibilities’

The deal marks a shift in strategy for C4, whose global presence has to date been limited, and is further indication that companies outside of the US are increasingly looking to tap into its rapidly expanding FAST market.

Emergency Helicopter Medics

As TBI revealed earlier this year, FAST revenues are set to reach $12bn in the US by 2027 according to Omdia, with more than 1,500 channels providing considerable competition.

C4, meanwhile, has been looking for alternative revenue sources amid a weakening UK ad market, having escaped attempts to privatise the channel last year. It has set a target to secure 30% of its revenues from digital advertising by 2025.

Alex Wall, C4’s head of streaming editorial, UK & international, said: “Launching our first ever international channels is a pivotal moment for Channel 4 and opens up a huge range of exciting possibilities.

“These channels will introduce US audiences to popular shows that embody our core brand values, bringing Channel 4’s unique tone of voice and our rich British culture to the US FAST market. It also provides a great opportunity to further diversify our revenue streams, and with more deals in the pipeline, we’re really excited about this new chapter for Channel 4.”

Rights have been sourced from individual producers and distributors, because Channel 4 cannot own its programming, but the organisation said further FAST launches are on the cards.

“Thanks to Channel 4’s agile operating model, we’re able to explore the potential returns and other opportunities in this fast-growing market,” Wall said.

“The launch of Channel 4 on Xumo Play enhances our international offerings, and brings uniquely British content to millions of viewers on our industry leading FAST service,” said Anthony Layser, executive director of content acquisition & programming strategy at Xumo.

“Channel 4 offers a highly entertaining cultural twist with lifestyle content from reality shows and documentaries to action and drama that is certain to resonate with U.S. audiences.”

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