U.K. Broadcaster Channel 4 Launches Digital-First Brand Channel 4.0

variety.com:

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.

Among the series confirmed for the digital-first brand are “Secret Sauce Series 2” (pictured above) in which Chunkz competes against a celebrity guest to re-create a family recipe; “Nella Rose’s Flight Mode” in which two sets of friends take part in an airport game show to win the ultimate party holiday; “Driven,” described as an “interview and karting series” hosted by rapper and petrolhead Mist; “It’s Alright to be White” in which Alhan Gençay goes on a mission to discover Britain’s “whitest tribes” and “Box Fresh,” fronted by Dreya Mac, in which sneakerheads must go on an obstacle course wearing their most prized footwear and see it get trashed. “Channel 4.0 marks a new era for Channel 4 and is another significant piece of the Future4 strategy,” said Khari. “Not only will Channel 4.0 be a place where established stars come to spread joy, genius and a