Britain’s Channel 4 plans to roll out a new 24-hour interactive TV channel on Sky Digital, the country’s leading dTV platform.

Branded 4Active, the channel will carry entertainment and also act as an interactive homepage and programme guide. It will join C4 stablemates E4 and FilmFour on Sky, the digital satellite service owned by Rupert Murdoch’s BSkyB.

The new channel is also being considered for the broadcaster’s spare slot on the forthcoming Freeview digital terrestrial platform being developed by BSkyB, the BBC and Crown Castle.

Data sourced from: BrandRepublic (UK); additional content by WARC staff