Johnson Pledges Further Brand Extensions For Channel 4

Channel 4 needs to position itself as an ‘entertainment brand’ rather than simply a television broadcaster, according to its chairman, Luke Johnson, who claims the company needs to expand its horizons in order to survive the multi-channel age.

Speaking at the University of Oxford’s media summit, Johnson explained that Channel 4 should be active in all areas of media, from mobile phones to computer games, and that it needs to move quickly in order to establish itself in time to head off competition.

He said: “We have a digital radio station, Channel 4, 4Docs, E4, and another, [More4], on Freeview stating later in the year. We have to build on that and get into live events, mobile phones, computer games perhaps, music and we have to get a move on.”

However, the broadcast boss conceded that FilmFour, the company’s film venture, had been a “disaster” which required scaling back but was now producing healthier results.

Laying into ITV, which is expected to announce a dip in advertising revenues at its Annual General Meeting on Thursday (see

ITV Set For Downbeat AGM After Viewer Exodus

ITV Set For Downbeat AGM After Viewer Exodus

ITV Set For Downbeat AGM After Viewer Exodus Oneword Deal Completed With Channel 4).

The company will also launch its entertainment channel, E4, on the Freeview platform this week, expanding the station’s viewer-base and providing 24-hour coverage of this year’s Big Brother (see E4 Set For Freeview Launch Next Month).

Channel Four: 020 7396 4444 www.channel4.com