FilmFour Moves Free-To-Air As C4 Plot On-Demand Movies
Channel 4 is to relaunch its dedicated movie channel, FilmFour, as the UK’s first free-to-air film channel, ditching its subscription fee and carrying advertising breaks within films for the first time.
The switch, which will widen FilmFour’s audience across the Freeview, cable and satellite platforms, is planned for July. It will see the channel follow in the footsteps of entertainment-focused E4, which launched on Freeview last year (see E4 Set For Freeview Launch Next Month).
As well as being available via Freeview, the relaunched FilmFour will be available free of charge to all cable and satellite viewers, including freesat households. The relaunched channel will also carry advertising breaks within films for the first time.
Explaining the move, Channel 4 chief executive Andy Duncan said: “E4 has shown the ratings gains that can be made by going free-to-air and I’m convinced that a highly distinct and desirable brand like FilmFour can also make an impact on a wider audience.
“Channel 4 has a pedigree in film that is second to none amongst British broadcasters – we’ve not only showcased the best films on Channel 4 and FilmFour, we’ve actually funded and produced many of them as well.”
Free-to-air availability will put FilmFour in 18 million homes by the end of 2006, compared to the 300,000 subscribers who currently pay up to £7 a month to receive the service.
From July the channel will screen six films a day, starting at 3pm and ending at 3am. Films will typically start every two hours, with Channel 4 planning to screen “a broader range of films than any other UK film channel.”
The switch to free-to-air will result in some casualties for Channel 4, however, as spin off channel FilmFour Weekly is forced to close. However, the timeshifted version of the main channel, FilmFour+1, will continue running on digital satellite and cable.
The move will offer another incentive to those considering the move to digital, with Freeview the most likely to benefit from FilmFour’s addition.
Commenting on the pressure the channel could put on Sky, Jim McDonald, head of broadcast at Media Planning Group, said: “Sky are commercial animals. They are acutely aware of what their rivals are up to. But if it increases awareness of the quality of multi-channel television, and it encourages terrestrial viewers to become multi-channel viewers, then it potentially creates a path for the trade-up to Sky.”
Chris Hayward, head of broadcast at ZenithOptimedia also welcomed the move, but pointed out that the increase in premium channels on the Freeview platform could spark a response from Sky.
“This is part of Channel 4’s strategy to grow and develop their own channels rather than acquire others,” he explained. “I think from their point of view it is an extremely intelligent move and one to be applauded, and while I don’t think Sky have in any way underestimated Freeview, I haven’t seen any sign of a response to these kinds of moves.
“I would expect Sky to do something. Channel 4’s move will make a quality film service accessible to all, and that will be a challenge to Sky’s film offering. This is something they will need to take note of. Sky has a lot of movies going out on pay-per-view, but in terms of their standard movie offering, there are plenty of opportunities for them to review and improve.
“Sky’s behaviour over the past two or three years does not show any kind of complacency and I’m sure it will initiate some kind of response.”
Leigh Yoxall, TV group director at Starcom Mediavest agreed, but explained that Channel 4 will have to promote the new channel heavily in order to reap the benefits of Freeview carriage.
“What happened with E4 was that Channel 4 thought it would automatically go crazy, but that didn’t happen,” he explained. “It takes a while for the general populous to re-tune their box, and that ‘Freeview effect’ will more likely be seen on E4 and More4 this year.
“I think it’ll be the same thing when FilmFour launches, although it will also depend on the content. They have a fantastic library, which is perfect for what Freeview requires, as there is no real film product there, and I think it should do pretty well.”
In addition to today’s free-to-air FilmFour announcement, Channel 4 lifted the lid on plans for a FilmFour branded video on-demand subscription service. The as yet unnamed product will be available on various media platforms, including broadband, mobile and cable, and will launch later this year.
Announcing the on-demand venture, Andy Duncan said: “Our plans to launch FilmFour On Demand, available on broadband platforms, will enhance viewer choice further and complement the free-to-air offering.”
The announcement follows the launch of Channel 4’s first broadband-based movie content, with Movie Rush, an online film review programme, made available weekly from the broadcaster’s website (see Channel 4 Launches First Online Film Programming).
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