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Channel 4 aims to attract younger audiences with new digital-first brand

Channel 4.0 aims to create opportunities for the next generation of talent both in front and behind the camera

Channel 4 is aiming to reach younger viewers who don’t watch traditional TV with the launch of new digital-first brand, Channel 4.0.

The brand’s content is aimed at 16-24-year-olds and will be available on Channel 4.0’s dedicated YouTube space and social media.

Channel 4 head of digital commissioning, Sacha 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.

“We want to collaborate, elevate and enrich the great content already happening in this space, giving creators funding and another platform to authentically showcase their brilliance.”

Channel 4.0 will launch on YouTube on Wednesday 26th October and will be a “new place [for younger audiences] to get their daily hit of laughter and entertainment, through a series of elevated programmes online,” said the broadcaster.