U.K. Broadcaster Channel 4 Launches Digital-First Brand Channel 4.0
K.J. Yossman U.K. public service broadcaster Channel 4 is launching a new digital-first brand titled Channel 4.0. Set to launch on Oct. 26 on YouTube and Channel 4’s social platforms, the brand will focus on 16-24 year olds and younger teens. The broadcaster has already tapped Gen Z content creators including Chunkz, Nella Rose and Alhan Gençay, to Spuddz, Mist and Dreya Mac to host a plethora of new series and “unexpected collaborations” based in youth culture and sprinkled with “playful mischief.” Head of digital commissioning Sacha Khari and digital commissioning editor Evie Buckley are editorial leads for Channel 4.0, working with Channel 4’s social content and distribution studio 4Studio. Big Smoke Corporation, the creative collective founded by rap artist Skepta (real name Joseph Adenuga), advised Channel 4.0 on its launch with talent insight and strategic vision.