Channel 4 to launch E4 on Freeview in time for new Big Brother
LONDON - Channel 4 is to launch entertainment channel E4 on Freeview to coincide with the start of the sixth series of 'Big Brother' at the end of May.
The decision to launch E4 on Freeview boiled down to Channel 4 forecasting an uplift in ratings and advertising revenues for Freeview, which it expects to exceed lost subscription revenues.
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Andy Duncan, chief executive of Channel 4, added that taking E4 free-to-air was "key to our strategy of extending presence in multichannel" and "strengthening public service contribution".
Channel 4 will continue its existing carriage deal with Sky, but has notified Top Up TV it is withdrawing E4 from its package.
E4 is aimed at 18- to 35-year-old ABC1's and broadcasts popular drama series 'Desperate Housewives', 'The OC', 'ER' and 'Hollyoaks' before they appear on Channel 4.
It also broadcasts round-the-clock footage of 'Big Brother 6', which is due to air from May 27.
Channel 4 also announced it will launch the time-shifted channel E4+1 on Freeview at the same time.
Duncan said: "E4's launch on Freeview will make one of digital TV's 'must-have' channels available to 8m new viewers."
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