Channel 4 is launching a new digital-first brand, Channel 4.0, aimed at 13-24-year olds.
Featuring new and established content creators Chunkz, Nella Rose, Alhan Gençay, Spuddz, Mist and Dreya Mac, it will be based around a dedicated YouTube space and social channels.
The broadcaster has partnered with Big Smoke Corporation on the launch, whose CEO and founder, is multi-award winning artist, Joseph Adenuga aka Skepta.
“It is important that the next generation of creators are provided the space to innovate and ideate in an uncompromising style. Big Smoke Corporation has worked closely with the editorial team at Channel 4 to ensure 4.0 champions the next generation of storytellers,” he said.
The Channel 4 editorial leads on the project are Head of Digital Commissioning, Sacha Khari and Digital Commissioning Editor, Evie Buckley. Audience development, publishing and community engagement strategies are led by 4Studio.
