Channel 4 have announced they are rebranding their catch up and streaming service All4 to simply Channel 4.
The broadcaster, which today (2 November) celebrates its 40th birthday was originally known as 4oD before a name change in 2015.
According to Channel 4, the rebrand, which is due to take place in Spring 2023 is to “help audiences better navigate the abundance of choice in the digital world and find their favourite Channel 4 shows wherever and whenever they choose to watch content".
A statement said: “All4 will change to ‘Channel 4' as Channel 4 becomes the first UK broadcaster to adopt one brand identity across its digital and linear channels as audiences increasingly no longer distinguish between digital and linear content. Channel 4’s entire portfolio of channels will also align with the Channel 4 brand.”
The change comes as the broadcaster faces uncertainty over its status after former culture minister Nadine Dorries announced plans to sell off the TV channel.
New prime minister Rishi Sunak recently said that he plans to continue with the privatisation of Channel 4.
When Dorries announced the privatisation of the broadcaster, she said: "Channel 4 rightly holds a cherished place in British life and I want that to remain the case. I have come to the conclusion that government ownership is holding Channel 4 back from competing against streaming giants like Netflix and Amazon. A change of ownership will give Channel 4 the tools and freedom to flourish and thrive as a public service broadcaster long into the future."
She also announced what she would do with revenue generated by the sale: "I will seek to reinvest the proceeds of the sale into levelling up the creative sector, putting money into independent production and creative skills in priority parts of the country – delivering a creative dividend for all."
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