E4 Set For Freeview Launch Next Month
Channel 4 has confirmed that it will launch E4, as well as its timeshifted counterpart, E4+1, on the Freeview platform to coincide with the start of the sixth series of Big Brother at the end of May.
The channel will continue to broadcast via Sky and cable as a continuation of its existing carriage deals with Telewest, NTL and BSkyB, however, the move will see E4 withdraw from Freeview-based pay-TV provider, Top Up TV.
Explaining the significance of the move, Andy Duncan, chief executive of Channel 4 said: “E4’s launch on Freeview will make one of digital TV’s ‘must-have’ channels available to eight million new viewers. Freeview is still growing fast and we’re forecasting an uplift in ratings and advertising revenues, which we expect to exceed lost subscription revenues.”
He added: “Alongside the launch of More4, taking E4 free-to-air is key to our strategy of extending our presence in multi-channel with a view to funding and strengthening our public service contribution in a fully digital world, across all platforms.”
Dan Brooke, controller of digital strategy at Channel 4, explained that a free-to-air launch for E4 was always on the cards, stating: “We’ve always said we would take E4 free-to-air when this represented the best opportunity for its future development and growth. We’re delighted to be continuing our relationship with Sky Digital, Britain’s biggest digital TV platform, as well as joining its fastest growing one.”
The new arrangement will mean that BSkyB is no longer required to pay Channel 4 a subscription fee in return for selling E4 as part of its Sky Digital line-up.
The channel launched on Sky and cable in January 2001, with home grown programme successes such as Banzai and Trigger Happy TV and quickly developed a reputation amongst young viewers with US imports such as Friends, ER, The Sopranos and The OC proving popular.
The channel has since established itself as the UK’s second most-watched digital channel amongst 16 to 34-year-olds, based on combined average weekly hours and minutes for E4 and E4+1 in 2004. E4 currently lags behind Sky One amongst this audience, although its inclusion on the Freeview platform could soon propel it above its digital rival.
The launch of E4 and E4+1 fills Channel 4’s quota for digital channels on the Freeview platform. Speaking at the launch of the broadcaster’s spring schedule earlier this year, Channel 4’s director of television, Kevin Lygo, stated that the company has capacity for up to four channels via digital terrestrial. With Channel 4 occupying one slot, and another set aside for the launch of More4, the launch of E4 and E4+1 on Freeview completes the broadcaster’s line-up (see Channel 4 Bets On Drama For Spring Schedule).
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