[Kunst]

I think E4 has basically become a Channel 4 brand, rather than its own brand.

In the past they had the money and less competition, so they could treat the two brands somehow "separately": now of course the money is felt better spent straight on Channel 4, which is lagging too somehow

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I'm pretty sure the HD channel had an HD DOG, didn't it? I'll have to look back at something I've recorded. But the one they have now is laughably big, far too distracting.

Do they really need an HD inscription these days?

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I'm hard pressed to say that the E4 brand has the same value as it once did. Not only do I still think it was a terrible idea to abandon the original logo (I almost liken it to MTV, not only in longevity but the way it was used so flexibly in its presentation) but it just feels like another ITV2/BBC Three clone nowadays.

I know what you're going to say. E4 is chasing the same demographic as the other two channels, yes. But until recently, it felt like E4 did it in its own style. It was unapologetically quirky in a similar way that Dave still is. But even their "sliding side-to-side" endboards after the big rebrand almost looked like a direct copy of those "snapping back" ones used by ITV2. And even the programming just feels very ITV2 as well. Whether that's a result of me entering my 30s and not seeing the appeal in these shows anymore, I'm not quite so sure. But if you were to ask me what channel aired Celebs Go Dating ten years ago, E4 certainly wouldn't have been my first guess.

Oh, and happy birthday, Channel 4.

I think what makes the situation worse is that E4 seems to have a split identity. During the daytime it still focuses on the American comedies they were once mostly known for, but then at night the reality shows dominate. There’s also E4 Extra, which seems to mostly act as an overflow channel for programmes the main channel doesn’t want anymore, whilst they keep showing constant Big Bang Theory and Gogglebox repeats.

I imagine that the reason they don’t add more reality shows to daytime is that the sitcoms still pull decent ratings (if they didn’t then I doubt you’d be seeing as many Big Bang episodes), but it could help  unify the channel’s image.

Who needs more reality shows on daytime?