Channel 4 launches new channel

Channel 4 is launching its first new TV channel since 2005, which will use social media buzz to influence its scheduling and round up its most popular content from the past seven days.

4seven

The channel, 4seven, will launch across all major television platforms later this year, acting as a linear TV alternative to its 4oD catch-up service.

Content on 4seven will be scheduled according to the programmes that are creating the most “noise” on social media, via commentators and by direct feedback from viewers. The buzz created from these outlets will also be incorporated into the channel’s look and feel.

Speaking at the FT Digital Media Conference in London today (8 March), Channel 4 chief executive David Abraham said 4seven solves the problem viewers have increasingly been raising: that there is so much choice they are increasingly missing the best content, despite having access to PVRs (Personal Video Recorders) and VOD (video-on-demand) platforms.

He added: “The launch of 4seven supports our strategy of embracing the opportunities of connectivity, by exploring ways to deepen engagement with our viewers and expand the choices we can offer them.”

lara profile

Read why Lara O’Reilly thinks 4seven is just a “big fat gimmicky rebadging”

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