New campaign – 4Music

4Music, the Channel 4 and Bauer Media-owned music channel, is launching a £10m campaign ahead of the station’s delayed rebrand from what is currently The Hits next month.

Activity will include TV spots, press and poster work, and radio. Cameron Saunders, marketing director of Channel 4’s digital portfolio, says the perceived weight of the marketing push will be £10m, but because of the cross-promotional airtime and media space across Bauer and Channel 4’s properties, the actual spend will be “much less”.

TV spots are set to launch this week, featuring more than 30 pop groups and stars alongside on-air Channel 4 talent.The broadcaster is also expected to launch a number of stunts and virals at and around the V Festival, when the channel officially launches.