Channel 4 chief executive David Abraham has today announced the launch of 4seven, a new TV channel enabling viewers to catch up on the Channel 4 shows that have caused the most “buzz” in the past seven days.
4seven, previously thought to be called ‘Channel 4 Shuffle’, is Channel 4’s first new network since More4 in 2005. The channel will launch across all major television platforms later this year.
Speaking today at the FT Digital Media Conference, Abraham said that with so much choice available of new programming across TV and online platforms, viewers are “increasingly saying they sometimes just miss the best stuff”.
“In essence this new channel format will provide viewers with another chance to see the noisiest bits of Channel 4 from the last seven days,” said Abraham.
“Channel 4 is very strong at reaching lighter viewers that advertisers like to reach but because these viewers are not couch potatoes and because our schedule is so varied, we also know they miss a proportion of shows we know they would enjoy – even when they own a PVR and have access to VOD.”
Channel 4, which was was among the first UK broadcasters to launch a catch-up service with 4oD in 2006, said that 4seven will offer viewers another opportunity to catch up on its most discussed and commented shows of the last seven days.
Content on 4seven will be scheduled according to whatever is making the most “noise” among social media, bloggers, commentators and viewers who contact Channel 4 directly. This “buzz” will also be incorporated into the look and feel of the channel.
Discussing the new catch-up TV strategy, Abraham said: “It’s a variation which we think goes with the grain of increased optionality but that combines the continued strengths of digital TV with the opportunities of social media.
“As such we hope that it will be an example of how the TV network will continue to adapt and evolve in order to survive in this most revolutionary of decades for media consumption.”