The UK’s fourth largest broadcaster Channel 4 has launched 4seven, its first new channel since 2005 giving users the ability to watch content from the last 7 days without having to go online. The launch which will take place across all major TV platforms later this year, comes at a time when the 4oD video on demand service has reached increasingly larger and larger audiences. Said Channel 4 Chief Executive David Abraham, "With so much choice out there, viewers are increasingly saying they sometimes just miss the best stuff, despite their PVR and VOD. 4seven will give viewers more chances to catch the most popular and talked about Channel 4 shows from the last seven days. It will schedule the main channel content that is creating noise - amongst social media, bloggers, commentators and of course via contact our viewers have directly with us - and incorporate this buzz into the look and feel of the channel. “Scheduled in close harmony with all our other channels, 4seven will be a powerful way of maximising the audience for the many hours of new Channel 4 programming we launch every week, as well as an opportunity to direct viewers back to Channel 4 to watch more.” The launch of 4seven will also support the channel’s strategy of embracing the opportunities of connectivity, and will seek to explore ways to deepen viewer engagement and expand the choices offered to them.