The channel, originally slated to launch early in 2005, is now due to debut in September. The AAR has been asked to draw up a shortlist of agencies and Rufus Radcliffe, the head of marketing for E4, is heading the process for the broadcaster.
The More4 offering was initially aimed at the over-30s, broadcasting repeats of dra-mas, documentaries and property shows. However, following a review by Channel 4's new chief executive, Andy Duncan, it will now air more highbrow content.
The channel will complement the broadcaster's existing digital offering, E4, by screening more homegrown, factual and documentary programming.
E4, which targets the under-25s, airs a schedule dominated by US imports and extended content from Channel 4 TV shows.
Duncan's review also resulted in the decision to streamline Channel 4's commercial arm, 4Ventures, including its creative agency, 4Creative, into the main broadcaster under the company's marketing director, Polly Cochrane.
4Creative will now concentrate on developing opportunities in new media and rights exploitation.
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