Channel 4 has relaunched its VoD service, All 4, with a new visual identity, a new iOS app and an invitation for selected registered users to trial All 4 +, a paid-for upgrade which runs programmes without ads in commissioned content.
Alice Tonge, Head of 4creative said: “Our aim was to develop a more refined approach to branding for All 4, reflecting the improved product, which has become easier to navigate. The new All 4 branding is purposefully minimal, confident and sophisticated, providing us with a flexible toolkit that will bring freshness and energy to All 4. It is the final piece of the bigger portfolio rebrand that happened at the end of last year as part of the strategy to align all our brands around the master brand.”
Channel 4 says new iOS app has been completely rebuilt to be faster and more reliable, more intuitive and more engaging. It also brings improved functionality, including better download capability, the ability to start programmes again when watching live and to stream audio described content on iOS for the first time. In further iterations new functionality and new ways to discover shows will be added. The visual design will also continue to evolve over time to reflect the new brand identity.
All 4 + was launched as a small-scale test in late 2018 and is now being taken to the next stage. More registered users will be invited to trial paying to watch commissioned content without ads and the results will inform decisions about extending this service over the coming months.
Richard Davidson-Houston, Head of All 4, said: “We’re innovating on all fronts. The classy new visual identity will help Channel 4 to stay front of mind in Video-on-Demand and the scaling-up of the All 4 + trial shows that we’re getting serious about a paid upgrade to the free service. All 4 continues to grow faster than the market with its unique mix of live TV, catch up TV, box sets and our new content partners – such as Vice, Walter Presents and Adult Swim – give people even more reasons to choose All 4.”