Channel 4 to Relaunch 4oD On-Demand Service as All 4

LONDON: Channel 4 is evolving its 4oD on-demand service into a new online destination, All 4, which will serve as the digital home for all C4 content.

The transition from 4oD into All 4 will begin at the end of Q1 2015. The new brand identity will present all of Channel 4's linear channels, digital content and services in one place. There will be a new intuitive user interface that guides users through the digital experience, which is centered on three areas: On Demand (past), Now (present) and On Soon (future). This will launch initially on PC and iOS devices, extending to other digital platforms throughout 2015.

David Abraham, the chief executive of Channel 4, said: “Having been a pioneer of VOD services in the U.K., we think the future of TV viewing lies not with either linear or on-demand, but a creative and visual integration of the two worlds, blending the strengths of both into a single brand.

“We believe All 4 will deliver the most advanced broadcaster response to changing viewer behavior in the digital age, and will help ensure that our content portfolio remains an important, valued part of viewers’ TV consumption for decades to come.”

Keith Underwood, the director of strategy and technology at Channel 4, added: “We want to evolve our digital estate to reinforce the online association with our linear channel brands and to provide a broader range of content experiences in an increasingly personalized manner."