4Music will move to the Entertainment section of the Sky EPG (Channel 139), sitting it next to Channel 4’s digital channels.
From May 1, 4Music will be repositioned to target a mainstream 16-22 year old Gen-Z audience with a mix of comedy, cult drama, teen fantasy, reality and chart sounds.
Matt Rennie, MD at The Box Plus Network said: “We’re extremely excited to expand our offer beyond music and for the opportunity to entertain our audience in even more ways. Over the last four years we have become the stand-out leader in music television, so to build on that into entertainment is a momentous time for the network”.
The entertainment line-up ranges from Love & Hip Hop (exclusive to 4Music), several series in the popular Kardashians franchise and Sun, Sex and Suspicious Parents to teen fantasy hits such as Charmed and Xena: Warrior Princess.
Rennie added that despite the shift of 4Music, six out of its seven channels would still focus on music.
A marketing campaign will run across TV, Radio and digital from 17 April with the EPG change from 1 May.