[Jon]

Presumably this means All4 can't use its "UK's biggest free streaming service" line any more, though chances are it would have been scrapped anyway with the name change (which seems to have gone quiet).

I think the problem with the name change is, it just makes it more difficult to know when they’re talking about the streaming service rather than the channel. 

They could say watch on ‘Channel 4 from 9pm Friday’ for an episode of Gogglebox, which would be the most elegant solution but that doesn’t really work for programmes that are being released in one go on the on demand service. And how do you advertise programmes on Channel 4 Extra (or whatever they call More 4)? ‘Watch from 9pm on Channel 4 Extra and on Channel 4’. 

Basically when they say ‘and watch on All 4’ it’s a few moments they remind people about the streaming service. They lose that simplicity with a ditching of the separate brand. 

I imagine they’ve been keeping eye on ITV’s approach to see how it works out. Which has a similar logic behind it but it executed totally differently.