[gottago]

Wouldn't they just say "Watch on Channel 4 at 10 or on demand at 9"?

I think maybe saying that they're rebranding All4 to Channel 4 wasn't quite telling the truth (although that's probably the easiest way of describing it in a press release). I think the on demand service will essentially be nameless and you will just know where to go because ultimately you will see the C4 logo on your smart TV and know that the C4 show you saw advertised will be on there.

Essentially no different to when you miss something on Sky Max, you know where you're going when you want to watch it on demand on SkyQ, they don't need a separate name for their on demand section. I think it will all make a lot more sense and seem really obvious when you see it on air.