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MEDIA: BEHIND THE HYPE - More4 risks cannibalising its sibling C4 channels.
Is there enough room in the marketplace for another C4 offering? Ian Darby reports.
It seems that property shows, fly-on-the-wall cookery programming and bodice-bursting tales of Henry VIII's sex life are what viewers want more of.
This is Channel 4's hope anyway as it prepares for the launch, sometime next year, of a free-to-air channel on Freeview and other digital platforms.
Most likely called More4, it will target the over-35s with this heady mix of housing, history and HRH horseplay.
More4 will be an attempt by Channel 4 to offer a free-to-air vehicle for advertisers on Freeview (which hopes to have four million households by the end of 2004). As such, the new channel will be a different model from E4 and FilmFour (both pay-TV options) but continues Channel 4's strategy of offering carefully segmented audiences for advertisers.
But is this the right strategy and can the market sustain yet another Channel 4 spin-off brand?
Nick Theakstone, the head of investment at MindShare, says: 'Channel 4's strength is still its main core-product offer. E4 has had some success but not the biggest in the world, the danger is that More4 starts to take audience from the mothership.'
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