Channel 4 has taken the relatively bold decision to scrap its online service '4oD' and will replace it with a new overhauled hub featuring all of the channel's digital content. 'All 4' will allow users to watch shows from Channel 4, E4, More 4 and Film4. The new service is expected to go live at the end of March 2015.

Gogglebox'Gogglebox' was a popular on-demand show for 4oD

Channel 4 launched its catch-up service 4oD in 2006 and has reportedly signed up 50% of 16 to 34-year-old's in the UK - which seems a little high. The broadcaster said its online revenues had tripled in the last five years and continues to grow.

David Abraham, chief executive of Channel 4, said: "Having been a pioneer of VoD services in the UK, we think the future of TV viewing lies not with either linear or on-demand, but a creative and visual integration of the two worlds, blending the strengths of both into a single brand."

"We believe All 4 will deliver the most advanced broadcaster response to changing viewer behaviour in the digital age, and will help ensure that our content portfolio remains an important, valued part of viewers' TV consumption for decades to come."

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The new strategy comes a couple of months after Channel 4 moved to cut down its full-length programming from YouTube, focusing instead of monetising its own site.

"We want to evolve our digital estate to reinforce the online association with our linear channel brands and to provide a broader range of content experiences in an increasingly personalised manner," said Keith Underwood, director of strategy and technology at Channel 4.

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