Channel 4 shifts E4 to Freeview

Channel 4 has announced a major shift in its multi-channel strategy. The broadcaster is to launch entertainment channel E4 and its catch-up sister channel E4+1 on the Freeview platform.

E4—which broadcasts hit US entertainment shows and live coverage of the Big Brother reality series—had been a central plank of Channel 4's pay-TV strategy.

E4 will now lose subscription revenues from BSkyB as a result of the strategic shift.

The Financial Times quoted Channel 4 chief executive Andy Duncan as saying: "E4's launch on Freeview will make one of digital TV's 'must-have' channels available to 8m new viewers.

"Freeview is still growing fast and we're forecasting an uplift in ratings and advertising revenues, which we expect to exceed lost subscription revenues."

Lovelacemedia  |  27.04.2005

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