E4

CHANNEL: E4

COUNTRY: U.K.  

LAUNCH DATE: January 2001

OWNERSHIP: Channel 4

DISTRIBUTION: E4 is a free-to-air digital channel, reaching 87 percent of homes in the U.K. (22.5 million). In an average week, E4 reaches 25.6 percent of all individuals in the U.K. and 39 percent of the 16-to-34 demographic.

DESCRIPTION: With a mix of comedy, drama and entertainment, the channel draws in young adults who are looking for quirky, funny and stylish programming.

SENIOR MANAGEMENT:
Channel Head: Angela Jain
Head, Scheduling Strategy: Paul Mortimer

PROGRAMMING STRATEGY: The "E" in E4 stands for entertainment, and that’s exactly what the channel brings for its viewers 24/7. Series such as Skins, Dead Set, The Inbetweeners, Big Bang Theory and Reaper have all been top performers for the British network, drawing in the 16-to-34 set. Also on the grid are a combination of original programs, like Fonejacker, Beehive, Rude Tube and Big Brothers Big Mouth, mixed with popular U.S. shows, including Samantha Who?, Scrubs and 90210. These sit alongside ‘first-look’ showings of Channel 4 programs such as Hollyoaks and Shameless. "These have helped E4 secure its position as digital TV’s most distinctive entertainment brand," says Angela Jain, the head of E4.

In terms of competition, BBC Three and ITV2 are both aimed at similar audiences as E4, but Jain still stresses that the channel "is a unique proposition that focuses primarily on drama, entertainment and comedy shows for young people." 

E4 ended 2008 with a total 16-to-34 share of 4.17 percent, an increase of 9 percent on 2007. Among all individuals it averaged 1.8 percent, up 1 percent year on year. "E4 continues to be the most popular digital channel with 16- to 34-year-olds," says Jain.

A companion for the linear service, the channel’s website houses a wealth of information. It commissions original online films and games, and allows users to watch a variety of videos from new and classic E4 shows. The site also encourages viewers to submit their own user-generated content and there are challenges and competitions that offer a range of prizes and opportunities for new talent to broadcast their work. Users can also sample upcoming E4 programs, get complete listings and supporting materials for E4 shows. "E4.com genuinely captures E4’s brand values of youthful and mischievous entertainment, and reinforces E4’s cross-platform appeal," Jain says.

WHAT’S NEW: Samantha Who? is a highlight on the channel’s upcoming slate. Also returning for a second run are The Inbetweeners and Dirty Sexy Money.

WEBSITE: www.e4.com