Say goodbye to C4 and hello to FOUR

MediaWorks TV channel C4 is to be re-launched as a mainstream entertainment channel known as FOUR.

The channel is to adjust its target audience to 18-49 year olds (currently 15-39) and become broader in its appeal, with programming which attracts a wider, and more mature audience.

TV3, which has a current target audience of 18-49, will evolve its target to the 25-54 year old audience. While the FOUR change will be immediate, commencing early in 2011, the TV3 adjustment will take place over time, as it is a more subtle adjustment.

“This is a decision about where the biggest audience opportunity exists,” said MediaWorks TV CEO, Jason Paris.

“FOUR will be a channel which appeals to anyone looking for great entertainment. Everything the channel does will be entertainment. No news, sport or information, just pure escapism.

“Our research indicates there is a massive appeal for this broad, entertaining content, especially at a time when there are economic challenges which mean the easy escapism of television is even more compelling for people.”

Viewers can look forward to some exciting product on FOUR as announced at this morning’s Wellington new season launch announcement.

Shows including Joel McHale’s new comedy, Community, the highly-anticipated drama The Gates, which is set in a neighbourhood with a dark and delicious secret, and Top Chef: Just Desserts, a spin-off of the Emmy-winning Top Chef series are all new to FOUR.

As well as new shows, popular shows such as America’s Next Top Model and The Simpsons will move to FOUR.

Coming to 3 in 2011 viewers will also be treated to some hot new shows including Hawaii Five-0, the long-awaited remake of the popular cult-classic and The Defenders, a comedic-drama about two colourful Las Vegas defense attorneys, starring Jim Belushi and Jerry O’Connell, The Graham Norton Show starring the popular and outrageous comedian, Graham Norton and a new series with James May – James May’s Man Lab which sees James on a mission to save modern man!

Great new local content to TV3 will include The Almighty Johnsons, starring Tim Balme, and created by the award-winning team behind the hit Outrageous Fortune.

Jason Paris adds: “We have done some careful analysis of how our combined two channels can attract the strongest audiences, and it has become clear that these two target audiences are where the biggest potential lies.

“It’s no surprise this is also where the largest revenue opportunities lie for us as a business. Advertisers want to be where the most appealing audiences are. We intend to deliver those audiences in strong numbers to our clients, across both channels.”

- MediaWorks

Here is a video of when TV4 launched: