E4

E4 (The E standing for Entertainment) was originally a pay-tv companion to Channel 4, aimed at 16-34 year olds which launched on 18th January 2001 .

The new channel is seen by many as a direct competitor to Sky One, and BBC choice/three. Kevin Lygo, controller of E4, said: “No one will miss out on anything because of E4. All the popular US comedy will be on Channel 4 – it won’t necessarily have it first but it will be there.”

To help strengthen the brand, digital agency KPE was appointed to develop e4.com into a major broadband destination, with close ties to the new TV channel, since the interactivity and relationship will be at the heart of most of Channel 4’s programme commissions.

E4 became a free mainstream channel on 27th May 2005, when the channel became available on Freeview, to help increase its audience share.