Channel 4 has revealed a series of ‘off-beat’ idents to accompany the launch of E4’s new sister channel, E4 Extra.
The four, 20-second idents will air either side of commercial breaks on the network’s new, youth-facing channel, which is set to replace 4Music’s current slot. In turn, 4Music will move across to Box Hits’ old freeview and freesat slot.
Directed by Michael Marczewski with sound design by Andy Theakstone, the idents are intended to ‘inject the everyday with a dose of purple weirdness’, as the new channel looks to establish its identity and develop a solid audience base.
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Slated for 29 June launch, E4 Extra will be focused on comedy and entertainment and is set to air a selection of scripted and non-scripted programming, including Batwoman, Ramsay’s Kitchen Nightmares and Ninja Warrior Japan.
“E4 has long been known for serving up some clever-silly when it comes to idents,” 4creative executive creative director, Lynsey Atkin said.
“We’ve carried this spirit over to new younger sibling E4 Extra, giving everyone an even bigger helping of purple irreverence and oddity.”
