Channel 4 replaces 4oD with ‘All 4’
Channel 4 has launched the first release of its new digital service All 4 this week on PC, iPads and iPhones. At the same time, the new All 4 brand identity replaces the 4oD brand across all platforms.
All 4 replaces 4oD and hosts all of Channel 4’s linear channels, digital content and other online services.
The new design aims to give users three experiences: ‘On Demand’, ‘Now’ (for live viewing) and ‘On Soon’ (showcasing, exclusive content and premieres).
From launch All 4 will host a selection of premieres in advance of their linear TV debut, including new season Made In Chelsea; ‘Series Rewinds’ including US drama Nashville; and the first Inbetweeners movie.
Viewers will be required to register, for free, to watch all long-form content on All 4. Over 11 million viewers are already registered with Channel 4, including 1 in 2 of all 16-34 year olds in the UK, according to the broadcaster.
The launch comes after Channel 4 announced that it has signed Dentsu Aegis Network as the first agency group to buy advertising programmatically on the new platform.
Through an exclusive partnership with Freewheel for 2015, Channel 4 is the first broadcaster in Europe to have developed a programmatic trading platform for its TV on-demand service that offers agencies and advertisers the opportunity to buy ads in real-time, as well as giving access to its first party viewer data.
Carat and Vizeum are the first agencies to use their programmatic demand side technology to access All 4 – and from launch will be able to buy ads against unique demographic audiences, as well as bespoke client segments.
Later in the year, media agencies will also have access to Channel 4’s new interest-based audience segmentation currently being trialled by brands through the broadcaster’s direct sales function, which will operate alongside the programmatic platform.
Channel 4’s integration with Freewheel will additionally allow advertisers to buy programmatically against the broadcaster’s first party viewer data on catch-up and simulcast on the multiple platforms and connected devices All 4 sits on, such as YouView and Xbox, before the end of the year.
The first ad campaigns with brands from Carat and Vizeum bought programmatically will air from this month – ahead of the launch of Channel 4’s new digital TV service, All 4, due to go live at the end of Q1.
“All 4 builds on a heritage of pioneering digital innovation at Channel 4,” said Keith Underwood, director of strategy and technology, C4.
“Back in 2006, Channel 4 became the first broadcaster in the world to offer long-form TV content on-demand with the launch of our 4oD service. Now, the replacement of 4oD with All 4 embodies our strategy of providing a wider range of increasingly personalised digital services to registered users.
“This launch is the first release in a major transformation programme which will serve to consolidate our digital services and transform our relationship with viewers.”
The All 4 service will be extended to other digital platforms including Android across 2015.