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4oD has been a successful effort, with Channel 4 having offered on-demand television across a range of platforms for several years. But the name is being dumped, and the service is being given a major overhaul to better cater to its target audience. An audience made up of an inordinate percentage of 16- to 34-year-olds.
From 4oD To All 4
Channel 4 in the U.K. is dumping 4oD and relaunching its online streaming television service as All 4. Channel 4 boss David Abraham unveiled the plans during a keynote speech at the IBC entertainment technology conference in Amsterdam.
All 4 is designed to keep up with the times, and especially stay ahead of the curve in terms of delivering content how, when, and where the younger demographics demand it. Channel 4 has always had a healthy youth audience, so it makes sense Channel 4 is the broadcaster to change the status quo.