Channel 4 Renames All4 To… Channel 4
deadline.comChannel 4 has decided to rename its VoD player All4 to… Channel 4. The 40-year-old network, which has its birthday today, is aiming to bring all of its products under the Channel 4 brand and will also shortly rename portfolio channels E4, More4 and 4seven.
The brand transformation will begin from next Spring and involve a series of hefty marketing campaigns between now and then.
In a press briefing earlier this week, Channel 4 Chief Marketing Officer Zaid Al-Qassab said the outfit wants to “embrace the lines being blurred between linear and digital viewing,” which has driven the decision.
He said the rebrand is based on research and rejected the notion that viewers will be confused by Channel 4’s VoD player having the same name as its linear channel.
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