Channel 4 Plans Digital Offering For Older Viewers
Channel 4 is understood to have approved plans to launch a new free to air television channel targeting older viewers.
It is understood that the channel, provisionally titled More 4, will launch on Freeview sometime at the end of next year as a mixed genre offering aimed at 35 to 50 year-olds. It will sit alongside the youth orientated E4 and will air for 12 hours a day.
Channel 4’s head of digital programming, who currently runs the content side of E4, will oversee the new launch, which is expected to feature programmes such as Wife Swap and Location, Location, Location, as well as a limited amount of original programming.
It looks likely that the free-to-air channel will rely on advertising sales for revenue as it will not be eligible for payments from platform operators. Channel 4 hopes that by targeting a more mature, up-market audience, it will be able to attract advertisers looking to communicate with ABC1 viewers.
Dan Brooke, managing director of 4 Channels told Broadcast magazine: “People generally assume that the multi-channel audience is younger because of the sport – and people also say it’s downmarket. But the reality is that since digital launched the age range has started to get older and more upmarket.”
Recent research from Merrill Lynch shows that Freeview currently attracts a significantly older customer profile than Sky, with almost three quarters of Freeview buyers aged 35 or over. In contrast Sky brings in a much younger demographic profile, peaking in the 18-34 category.
Channel 4 has appointed Michael Hodgson as its new head of corporate development, with responsibility for forging business relationships with third parties. Hodgson, who is currently investment director of the media team at venture capitalist firm, 3i, will take up his new post at the end of this month (see Channel 4 Appoints New Head Of Corporate Development).
Channel Four: 020 7396 4444 www.channel4.co.uk
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