Channel 4 to rebrand All4 to just 'Channel 4'

London, UNITED KINGDOM:  The logo of Britain's Channel 4 television station is pictured at the company's headquarters in central London, 18 January 2007. Carphone Warehouse, the main backer of Channel 4's reality television show 'Celebrity Big Brother,' pulled its support Thursday as complaints about alleged racist bullying spiralled and criticism mounted. Mobile communications retailer the Carphone Warehouse said it had told broadcaster Channel 4 to remove its name and branding from the programme with immediate effect, saying it did not want to be associated with it.  But Channel 4 chief executive Andy Duncan said Thursday they
Channel 4 are rebranding All4. (Getty Images) (CARL DE SOUZA via Getty Images)

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.

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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".

LONDON, ENGLAND - MARCH 4:  Art installation 'Shelter', a giant number 4 made from discarded umbrellas by artist Stephanie Imbeau, winner Channel 4's BIG4 public art competition, stands in front of the Channel 4 building on March 4, 2009 in London, England. The piece, a representation of channel 4's logo, is constructed from unconnected blocks so that it only appears as the number 4 from a certain viewpoint.  (Photo by Oli Scarff/Getty Images)
Channel 4 has celebrated 40 years on air. (Getty Images) (Oli Scarff via Getty Images)

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.

Nadine Dorries at the launch of Liz Truss's campaign to be Conservative Party leader and Prime Minister, at King's Buildings, Smith Square, London. Picture date: Thursday July 14, 2022. (Photo by Kirsty O'Connor/PA Images via Getty Images)
Nadine Dorries announced plans to privatise Channel 4. (PA Images via Getty Images) (Kirsty O'Connor - PA Images via Getty Images)

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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