4seven is Channel 4’s first new channel since 2005, when More4 was launched. It will schedule the main channel content that has been most popular with social media users, bloggers, commentators and viewers from the past week, allowing uses to request shows they wish to be aired.
Magpie Studio was appointed to the project about a month ago, having been invited to take part in a six-way creative pitch by Channel 4 off the back of previous projects for the channel, including work on the Street Summer series last year.
Ben Christie, Magpie Studio creative director, says, ‘It was about creating a new offer that would sit within the Channel 4 core family, so the brand had to be very obviously within the architecture but also have its own personality. The was the challenging thing – finding that fine line, that’s why there’s the double-take effect.’
Christie says that the logo currently shown on the Channel 4 website is not yet the final iteration, and it will be subject to possible modification and changes to the colour palette before the channel launches.
He adds that while nothing has been finalised, Magpie Studio has been in talks with Channel 4 about creating idents for the Channel that use the same reactive sensibility as the programming schedule, with the design responding to viewer input from social media and other communication channels.
David Abraham, Channel 4 Chief Executive, says, ‘Scheduled in close harmony with all our other channels, 4seven will be a powerful way of maximising the audience for the many hours of new Channel 4 programming we launch every week, as well as an opportunity to direct viewers back to Channel 4 to watch more.
‘The launch of 4seven also supports our strategy of embracing the opportunities of connectivity, by exploring ways to deepen engagement with our viewers and expand the choices we can offer them.’
Channel 4 is yet to announce when 4seven will launch, though it is understood a summer launch is planned.