"4seven" shuffle service confirmed by C4 boss

Channel 4 chief executive David Abraham has confirmed the launch of 4seven, the new "shuffle" service that was speculated on at the end of January.
(c) Channel 4

The channel will showcase some of Channel 4's top content over a seven day period; essentially it will aid viewers to watch Channel 4 programmes again if they have missed them to due to programme clash, or bring new viewers to a particular show.

The schedule will be based on "social media buzz", so programmes generating big responses on social media websites will be given airtime on 4seven to give others the chance to see the programme people are talking about.

The channel will launch later this year; rumours previously suggested June, although it could be later than that. 4seven will be broadcast on all major digital platforms, having secured Freeview and satellite capacity, plus a slot on Virgin Media.

The cost of bringing 4seven to our screens will be quite low - most of the content is already bought in from independent producers with repeats in mind (e.g. C4+1, More 4) and capacity on the most expensive platform - digital terrestrial television (Freeview) has become significantly cheaper in the past six years, now under £4 million per year for some slots, compared to up to £12 million per year when the first additional capacity on commercial multiplexes was auctioned off in 2004 and 2005. With advertisers reported to be keen on the concept of 4seven, it could be an easily profitable venture for Channel 4.

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