Channel 4 has announced that it is axing its T4 brand of programming.

Aimed at younger audiences, T4 launched in 1998 and helped kickstart the careers of Dermot O’Leary, Simon Amstell, Vernon Kay and Alexa Chung. The format, primary links between programming, featured pop videos, live music performances, celebrity chat and teen-aimed reports and features. Spin-offs include T4 Music and T4 On The Beach.

The Shine Productions show recently moved from Channel 4 to E4 but is now being dropped as part of a move to refresh youth programming across the network.

Head of formats for Channel 4, Dominic Bird says: “Whilst T4 has historically been a much loved destination for our young audiences, its popularity has been incrementally diminished over time by the digital revolution.

“In a landscape where Channel 4 now provides E4, the nation’s most popular channel for 16 -34 year olds, T4 has been fighting incredibly hard to maintain the cut through it once enjoyed, and now is the right time to look at more appropriate ways to serve our younger viewers.”

T4 will be replaced by a new music-based format from December, while other music shows targetted at a similar audience will be piloted in the new year on Friday nights.

Bird added: “This is an incredibly exciting opportunity to develop a credible popular music show for Friday nights.

“The pilots reflect our continued ambition to provide our younger audiences on Channel 4 with a range of entertaining music content.”

Share Button