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.


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”

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