The Hits to rebrand as 4Music

by Fiona Ramsay, Media Week 18-Jul-08, 14:55

LONDON - Box TV, the Channel 4 and Bauer Consumer Media joint venture, has confirmed it is to re-brand its music TV channel The Hits as 4Music.

Extending the 4Music brand into a dedicated digital offering, the channel will screen live events, original series and entertainment programmes.

4Music will launch with exclusive live coverage of the V Festival in August, followed by coverage of music festival, Bestival. Orange RockCorps will also make its debut on 4Music.

Series on the 4Music channel will include Live from Abbey Road and 4Music Presents. The channel will also air Vodafone TBA as well as first runs of T-Mobile Transmission and Ibiza Rocks with Sony Ericsson. The Hits attracts an average 10.5m viewers a month.

4Music will be available from 15 August on Sky channel 360, Virgin Media channel 330 and Freeview channel 18.

Channel 4 acquired a 50% stake in Box Television in July 2007 from Bauer Consumer Media predecessor Emap Consumer Media.