[Matt]

Channel 4 is dropping the T4 brand after 14 years as it begins the search for a Friday night music show to refresh its youth programming.

The brand, produced by Shine’s Princess Productions, will come to an end in December. It initially launched on Sundays and was later expanded to both Saturdays and Sundays on C4.

But the brand was moved onto E4 only after the launch of magazine show Sunday Brunch – also produced by Princess.

Talent such as Demot O’Leary, Vernon Kay, Simon Amstell, Alexa Chung, Rick Edwards and Nick Grimshaw have all done stints on T4, often in the early part of their careers.

Head of formats Dominic Bird is now looking for three music shows to pilot in the new year, which will be scheduled for Friday nights in 2013.

The decision reflects the decline of the T4 audience as a result of E4, which has become the broadcaster’s main brand for the 16-34 audience.

http://www.broadcastnow.co.uk/news/b...047744.article