Channel 4 have announced that they are going to axe their 'T4' brand at the end of the year. The strand of programming which is aimed at 15-24 year olds launched in 1998 and over its' fourteen year history has launched the careers of Vernon Kay, Dermot O'Leary, Nick Grimshaw and Alexa Chung.
The channel will continue to air the weekend strand until December, when it is set to be replaced by a new music-led strand of programming.The brand has also ran its' own music festival, called T4 On The Beach every summer since 2005. It is not known whether this event will continue to run or if it will be replaced like its' predecessor Popbeach.
T4 recently moved from Channel 4 to E4 on Sundays to make way for new programming such as 'Sunday Brunch'. It is believed that the decision was made in an attempt to rejuvinate the broadcaster's youth programming. Head of formats for Channel 4, Dominic Bird is said to be looking at three new music programmes which he wants to pilot in the new year.
Speaking to Broadcast about the move, Bird said: ''This is an incredibly exciting opportunity to develop a credible popular music show for Friday nights. The pilots reflect our continued ambition to provide our younger audiences on Channel 4 with a range of entertaining music content. Whilst T4 has historically been a much loved destination for our young audiences, its popularity has been incrementally diminished over time by the digital revolution.''
He added: ''In a landscape where Channel 4 now provides E4, the nation's most popular channel for 16 -34 year olds, T4 has been fighting incredibly hard to maintain the cut through it once enjoyed, and now is the right time to look at more appropriate ways to serve our younger viewers."
It is not known how the axing of the brand will affect programming such as The Hollyoaks Music Show which airs on the brand.