E4 is a channel on British digital television, launched as a pay-TV companion to Channel 4 on 18 January 2001. The “E” stands for entertainment, and the channel is mainly aimed at the lucrative 15–35 age group. Programming includes US imports such as Friends, The O.C., Smallville, Veronica Mars, The Cleveland Show, Glee, The Sopranos, Everwood, What About Brian?, Desperate Housewives, How I Met Your Mother, 90210, Gilmore Girls, One Tree Hill, Scrubs, The Big Bang Theory and British shows such as Shameless, Hollyoaks, Skins, The Inbetweeners and Misfits. Some of the imports, e.g. Desperate Housewives and Ugly Betty are screened on E4 up to one week ahead of their Channel 4 broadcasts. Its most successful broadcast to date was on 11 October 2010 when an episode of The Inbetweeners pulled in over 3.7 million viewers. E4 uses the voiceover of Peter Dickson to advertise its programmes.
In August 2005 E4 became a 24-hour channel with the introduction of E4 Music. It transmitted from 6am, unless Big Brother or other reality shows were in progress. The service was discontinued on June 4th 2009. Idents 1 2 3 ...
E4 launched on 18 January 2001. Presentation was updated again on 9 August 2001, with the style of idents also updated in October 2001.
E4 lauched new idents again in early 2002, featuring hyperactive coloured animations of the E4 logo.
E4 refreshed its presentation on 15 August 2004, introducing the purple colour as symbolising the station on the Channel 4 family palette.
E4 unveiled a new look on 10 December 2007.
E4 unveiled a new look on Thursday 31st October 2013. Devised by E4 creative director Neil Gorringe, the branding is supposed to reaffirm "the channel's British roots with a humour and irreverence that viewers have come to love".