E4 Freeview launch earlier than planned

Channel 4’s E4’s launch as a free-to-air channel on Freeview is being brought forward to coincide with the start of the sixth series of Big Brother in May.

Media buyers are expecting the entertainment channel will have an impact on ITV2, which is already available on Freeview, because it will reach a further 4.5 million homes than it does at present, and will receive a further &£20m programming investment.

Starcom Europe Middle East and Africa managing partner Andy Roberts says: “The move is a bonus for E4, but it will hit the music channels and ITV2 on Freeview.”

Time-shifted channel E4+1 will also be put on Freeview. For the year to date, E4 and E4+1 have taken a 3.05 per cent share of all commercial impacts for 16- to 34-year-olds, while ITV2 has taken a 3.59 per cent share.

Channel 4 will no longer receive subscription revenue from BSkyB, but E4 will continue to be transmitted on satellite exclusively as part of the Sky Digital package.

Channel 4 chief executive Andy Duncan says: “We’re forecasting an uplift in ratings and advertising revenues, which we expect to exceed lost subscription revenues.”

Coverage of E4 on cable will be uninterrupted and Channel 4 has served notice that it intends to withdraw E4 from Top-Up TV’s package, where it is marketed as a pay-TV add-on to the main free-to-air Freeview service.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here