Channel 4 today announced the launch of 4seven, its first new channel since More4 came on air in 2005. The new channel (operating under the codename Project Shuffle) is designed to give viewers another chance to catch up with Channel 4 content from the last seven days with the ease of a remote control rather than going online- with content chosen based on the buzz it has created online, via social networking sites and blogs, and among critics.
The launch date for the new channel has not yet been confirmed. Channel 4 initially indicated to media agencies that it would like to have it running by 1 June, but it is now thought it will launch later in the summer. Channel 4 Chief David Abraham said: “With so much choice out there, viewers are increasingly saying they sometimes just miss the best stuff, despite their PVR and VOD. 4seven will give viewers more chances to catch the most popular and talked about Channel 4 shows from the last seven days.”
He added: “It will schedule the main channel content that is creating noise – amongst social media, bloggers, commentators and of course via contact our viewers have directly with us – and incorporate this buzz into the look and feel of the channel.”