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Channel 4 has decided to rebrand its VoD player All4 as simply\u2026 Channel 4.<\/span><\/p>\n The UK public service broadcaster,\u00a0which celebrates its 40th birthday today (2nd November 2022),\u00a0<\/span>was previously known as 4oD, but was renamed All4 in 2015.<\/span><\/p>\n The new rebranding, which will begin from spring 2023, is to <\/span>\u201chelp 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,\u201d Channel 4 explained in a statement.\u00a0<\/span><\/p>\n \u201cAll4 will change to \u2018Channel 4\u2032 as Channel 4 becomes the first U.K. broadcaster to adopt one brand identity across its digital and linear channels as audiences increasingly no longer distinguish between digital and linear content,\u201d it continued. \u201c<\/span>Channel 4\u2019s entire portfolio of channels will also align with the Channel 4 brand.\u201d<\/span><\/p> Zaid Al-Qassab, chief marketing officer at Channel 4, said: \u201cAs Channel 4 turns 40, we\u2019re responding to the challenge of an increasingly crowded content market by using our most powerful asset, the Channel 4 brand.\u201d<\/span><\/p>\n He added: \u201cThe creation of a singular brand vision will better serve our viewers and help futureproof the channel to make sure we\u2019re able to continue to take creative risks for the next 40 years. We want to become the viewers\u2019 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.\u201d<\/span><\/p>\n The brand transformation comes as Channel 4 faces an uncertain future, with new UK Prime Minister Rishi Sunak having pledged to push ahead with the privatisation of the service<\/a>, a move set in motion <\/span>by former Culture Secretary Nadine Dorries back in April.<\/span><\/p>\n 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. 1\/3<\/p>\u2014 Nadine Dorries (@NadineDorries) April 4, 2022<\/a><\/blockquote>