C4 recruits Skepta for the launch of digital-first Channel 4.0

Skepta

UK broadcaster Channel 4 has announced plans for a new digital-first brand, Channel 4.0. Aimed at 16-24 year-olds, the new destination will be home to “masses of fresh new social formats and returners, all rooted in youth culture, with playful mischief at their heart.”

Launching on Wednesday 26th October on YouTube, Channel 4.0 will be a dedicated space, on YouTube and across social, for Channel 4 and content creators to collaborate, with the emphasis on laughter and entertainment. Featured series will star a host of established content creators, from Chunkz, Nella Rose and Alhan Gençay, to Spuddz, Mist and Dreya Mac as well as playful and unexpected collaborations.

Channel 4.0 will also be a platform for the next generation of stars, both in front and behind the camera. The Channel 4 editorial leads on the project are head of digital commissioning, Sacha Khari and digital commissioning editor, Evie Buckley. Audience development, publishing and community engagement strategies are led by 4Studio.

Khari said: “Channel 4.0 marks a new era for Channel 4 and is another significant piece of the Future4 strategy. Not only will Channel 4.0 be a place where established stars come to spread joy, genius and a bit of chaos, we’ll be scouting for the next generation of talent – creating opportunity both in front and behind the camera.”

Channel 4 is partnering with the Big Smoke Corporation, a creative collective that is acting as launch consultants for the new platform. CEO & creative director of Big Smoke Corporation Joseph Adenuga aka Skepta said: “It is important that the next generation of creators are provided the space to innovate and ideate in an uncompromising style. Big Smoke Corporation has worked closely with the editorial team at Channel 4 to ensure 4.0 champions the next generation of storytellers.”

4Studio Managing Director, Matt Risley added: “Channel 4.0 is a hugely exciting addition to our impactful social portfolio, offering new, exciting and rambunctious ways to reach and engage young audiences. 4Studio is going from strength-to-strength since its launch two years ago, and this is another example of how Channel 4 is leading the charge when it comes to understanding and entertaining social audiences.”