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Why Channel 4 is ditching the All 4 brand and adopting one cross-channel identity
The broadcaster plans to unite all of its channels and services under the Channel 4 brand, with CMO Zaid Al-Qassab promising “one seamless experience” for viewers.
Channel 4 is ditching the All 4 brand seven years on from rebranding its video-on-demand (VoD) service, as it becomes the first UK broadcaster to adopt one brand identity across its digital and linear channels.
“We’ve never looked at All 4 as a brand or a separate brand in itself,” CMO Zaid Al-Qassab explained during a media briefing this week.
