C4 replaces on-demand service

UK broadcaster Channel 4 (C4) is replacing its 4oD on-demand service with a new online hub that will bring together all of the channel’s digital content.

All 4 is expected to go live in March 2015 and will be divided into three sections: On Demand; On Soon; and live streaming service Now.

The new service will house online-only content created around current shows and programmes about upcoming series. The broadcaster’s 4oD service will be replaced by the new On Demand section on All 4 and will have live streaming of all C4’s linear TV channels while On Soon will carry promos and clips of forthcoming content.

The plan is the latest part of C4 CEO David Abraham’s strategy to respond to the growing trend in watching TV on tablets and smartphones, particularly among younger viewers.

“We believe All 4 will deliver the most advanced broadcaster response to changing viewer behaviour in the digital age,” he said.

“It will help ensure that our content portfolio remains an important, valued part of viewers’ TV consumption for decades to come.”

C4 launched 4oD in 2006, reaching 100m streams in 2008, and claims to have signed up 50% of all 16- to 34-year-olds in the UK to its website channel4.com.

In January, C4 pulled full-length programming from its C4, E4 and More4 YouTube pages to refocus its attentions on its own 4oD on-demand service, a move that was swiftly followed by rival Channel 5, as revealed by C21.

Currently, 4oD has 11 million registered users, who will all be able to have their content personalised with the new service.

Building closer relationships with viewers has been a priority for Abraham and in 2011 he described deeper audience data as “the new oil.”

The broadcaster’s latest move follows the BBC’s plan revealed earlier this year to move its youth-skewing BBC3 channel to online only.