Channel 4 has announced plans to rebrand its on-demand and catch-up service All 4 as Channel 4.
The service currently bills itself as "the UK's biggest free streaming service", with thousands of hours of ad-supported content available, although it is expected to lose that title later this month when ITVX launches.
The move to rebrand All 4 is part of a strategy to emphasise the Channel 4 brand and will be followed up by rebrands of E4, More4 and Film4, all of which will also adopt the Channel 4 brand in 2023.
Zaid Al-Qassab, C4's chief marketing officer, explained: "As Channel 4 turns 40, we're responding to the challenge of an increasingly crowded content market by using our most powerful asset, the Channel 4 brand.
"The creation of a singular brand vision will better serve our viewers and help futureproof the channel to make sure we're able to continue to take creative risks for the next 40 years.
"We want to become the viewers' North Star in the digital world. A valued curator to help them navigate to a destination full of entertaining and thoughtful content they know they can trust."
The changes will begin to roll out on screen from the spring.
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