Channel 4 to revamp All 4, up online content spend

Channel 4 is revamping its All 4 digital service and is planning a multi-million pound increase in investment in original and acquired online content for 2017.

The new All 4 home screen will combine human content curation with data-driven personalisation and is due to go live on smart TVs and games consoles in the coming weeks, and on iOS, Android and the web afterwards.

On the content front, eight new thematic strands will form the basis of All 4’s future commissions and acquisitions.

These strands include: ‘new romantics’, which will explore modern love; ‘rich kids’, an examination of what it means to have a rich life; ‘ballsy’, a home for those pushing life to the limits; and ‘freaks and uniques’, a look at extraordinary people.

There are also strands for music and culture, gaming and the internet, topical series and mid-form millennial drama and comedy.

The new online content pledge will be in addition to brand-funded series, which continue to expand. So far, 18 All 4 original series with 12 advertisers attached have launched since summer 2014.

“This phase in All 4’s evolution sees us yank it out of the world of catch-up TV and into the expanding OTT space,” said head of All 4 and digital content at Channel 4, Richard Davidson-Houston.

“In all aspects of the user experience from editorial to design and functionality, All 4 is becoming more personal and intuitive to use. Time is precious and our mission is to ensure that All 4 always hits the spot.”

Channel 4 currently has 15 million registered users for All 4 and unveiled its plans fore the service at its Upfronts 2017 event yesterday.