4Music looks good, but needs clearer brand identity

The station is available across all digital platforms and is one of only two music channels available on Freeview.

The shocking pink logo and branding is fresh and fun, and the support of stars from the music world makes the channel credible for music fans.

During the day, back-to-back music dominates, while the evening features a mix of music-related reality and chat shows. Programmes from the current C4 schedule, T-Mobile Transmission and 4Music Presents, transfer to 4Music.

Also moving over to 4Music is teen C4 reality hit Shipwrecked and The Sunday Night Project, which will help the channel deliver a 16 to 34 adult profile. New shows include The Search For the Next Pussycat Doll, celebrity playlists and Flashbox - featuring playlists created by viewers.

The quality of programmes, familiar branding and access to live events such as the V Festival, T4 On The Beach and Kerrang! Music Awards, should deliver stand-out content for the channel.

But while The Hits was consistently the UK's most popular music station among 16 to 34s, 4Music's performance within that demographic during the days following the launch weekend has been poor. 4Music's average 16 to 34 share across the Monday to Wednesday after its launch on 15 August was 0.3%, against an average of 0.5% this month in its guise as The Hits. A clear brand identity can give digital-only TV channels a big boost. 4Music needs to deliver something unique, especially in Freeview homes where it risks becoming nothing more than T4 +1.

What's good?
It drives an association with live music to stand out in a cluttered music channel market.

What could be better?
The offer of more new, unique content, rather than repeat programming from Channel 4.

Would I book my clients on this?
For a brand that wants to build credibility with a youth audience, this is a strong environment.

Clare Sleeman, broadcast manager, Carat.