C4 to be re-launched as mainstream entertainment channel named FOUR

MediaWorks TV channel C4 is to be re-launched as a mainstream entertainment channel known as FOUR.

The channel is to adjust its target audience to 18-49 year olds (currently 15-39) and become broader in its appeal, with programming which attracts a wider, and more mature audience.

TV3, which has a current target audience of 18-49, will evolve its target to the 25-54 year old audience.  While the FOUR change will be immediate, commencing early in 2011, the TV3 adjustment will take place over time, as it is a more subtle adjustment.

“This is a decision about where the biggest audience opportunity exists,” said MediaWorks TV CEO, Jason Paris.

“FOUR will be a channel which appeals to anyone looking for great entertainment.  Everything the channel does will be entertainment.  No news, sport or information, just pure escapism.

“Our research indicates there is a massive appeal for this broad, entertaining content, especially at a time when there are economic challenges which mean the easy escapism of television is even more compelling for people.”

Viewers can look forward to some exciting product on FOUR as announced at this morning’s Wellington new season launch announcement.
 
Shows including Joel McHale’s new comedy, Community, the highly-anticipated drama The Gates, which is set in a neighbourhood with a dark and delicious secret, and Top Chef: Just Desserts, a spin-off of the Emmy-winning Top Chef series are all new to FOUR.
 
As well as new shows, popular shows such as America’s Next Top Model and The Simpsons will move to FOUR.
 
Coming to 3 in 2011 viewers will also be treated to some hot new shows including Hawaii Five-0, the long-awaited remake of the popular cult-classic and The Defenders, a comedic-drama about two colourful Las Vegas defense attorneys, starring Jim Belushi and Jerry O’Connell,  The Graham Norton Show starring the  popular and outrageous comedian, Graham Norton and a new series with James May – James May’s Man Lab which sees James on a mission to save modern man!
 
Great new local content to TV3 will include The Almighty Johnsons, starring Tim Balme, and created by the award-winning team behind the hit Outrageous Fortune.
 
Jason Paris adds: “We have done some careful analysis of how our combined two channels can attract the strongest audiences, and it has become clear that these two target audiences are where the biggest potential lies.
 
“It’s no surprise this is also where the largest revenue opportunities lie for us as a business.  Advertisers want to be where the most appealing audiences are.  We intend to deliver those audiences in strong numbers to our clients, across both channels.”

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  • AaronB

    Will C4 go HD when it changes to FOUR?

  • Rusty Viewer

    Good question. And will TV3+1 remain so? What about C42? Will that become as C4 is now? Or will it become FOUR+1?

  • samofthewest

    C4 (soon to be FOUR) needs to up it’s game with it’s programming! I avoid the channel most nights as it screens tacky shows (Daisy of Love, Balls Of Steel). It has the perfect opportunity to bring in some great new programmes and relaunch some old ones which have slipped through the radar. Shows such as “How I Met Your Mother” and “30 Rock” are great shows, yet they are forgotten about due to C4’s lack of relevance, hopefully this will change when the relaunch occurs. It’s best way to become relevant will be to screen shows a lot closer to their original american dates. Interesting that “The Simpsons” will move!

     

    Oh and Four could bring back “Hollyoaks” as it’s staple soap cause TV3 will definitely be holding on to Home and Away if it wants it’s ratings to stay up.