Channel 4 launches E4 interactive entertainment

Channel 4 is hoping to build on its recent Internet successes, notably Big Brother, with the imminent launch of a specialist entertainment channel, E4.

The spin-off has appointed digital agency KPE to develop e4.com into a major broadband destination, with close ties to the new TV channel.

Kevin Lygo, the man in charge of E4, says interactivity and a relationship with e4.com will be at the heart of most of Channel 4’s programme commissions, highlighting the new channel’s importance.

KPE was chosen by Channel 4 to develop the infrastructure, identity and content management systems for e4.com, which it claims is the world’s first comprehensive, cross-platform broadband entertainment destination.

In addition, the companies have entered into a strategic production partnership, in which KPE will supply Channel 4 with episodic programming and games to be featured on e4.com.

E4.com is scheduled to launch at the same time as E4, on Saturday, and will feature interactive entertainment content related to Channel 4 and E4 programmes, as well as unique Web-specific content, ranging from comedy to games and interactive animation.

KPE Europe managing director Paul Zwillenberg says: “Channel 4 asked us to create the ultimate cross-platform entertainment business.

“Broadband will transform entertainment in the same way that narrowband fundamentally transformed the financial services and retail businesses. E4.com aims to be the first site in Europe to turn this promise into a reality.”

Andy Anson, head of strategic planning and interactive at Channel 4, adds: “KPE’s exclusive focus on media and entertainment makes it the perfect partner for E4.”