Karl Warner seeks to change perceptions of E4

E4’s focus is “clearer than ever” according to Karl Warner, as the launch of its Extra spin-off affords the main channel more shelf space for unscripted content.

E4 repeats, including Batwoman, The Big Bang Theory, The Inbetweeners, Ramsay’s Kitchen Nightmares and Undercover Boss USA will move to E4 Extra following its launch later this month, clearing the path for more unscripted content to sit alongside flagship formats including Married At First Sight (MAFS), Made in Chelsea and forthcoming Million Dollar Island.

C4 head of youth and digital Warner said that the strategic shift follows a “tricky few years” for the channel, which had its budget slashed by 80% during the pandemic and experienced a 17% decline in 16-34 share to 3.9% in 2020.

Its budget has since been restored, assisted by the standout success of Married At First Sight which has drawn audiences of up to 2.5m, while dedicated commissioner Mel Bezalel joined in August.

“MAFS is a huge hit that allows us to launch new shows around it. It breeds confidence and producers want to work with you more,” he said. “This makes it a good time for E4 and means that we’ve got more money to commission new titles.”

Recent format commissions for E4 include Blue Therapy (see below), Love Productions’ The Big Blow Out, Avalon’s Naked, Alone and Racing to Get Home, as well as Voltage’s untitled travelogue fronted by Danny and Dani Dyer, while a push into factual has come via Dragonfly format Teen Mum Academy.

Warner wants the channel’s output to surprise its audience by being “surprisingly deep”, citing Teen First Dates as an example of an unscripted show that seems ostensibly lighthearted but has meaningful contributions about weighty topics, such as grief, mental health and self-esteem.

“I want E4 to be like a best friend to viewers; it’s fun to spend time with but can also be sensitive and thoughtful,” he explained, adding that he doesn’t want the channel to be pigeon-holed by dating and relationship formats.

“When I first joined, it didn’t reflect the audience’s lives well enough and factual is a brilliant route into that as a way to connect with viewers and make them think about E4 in a different way.”

E4 shows make up half of the top 10 most-watched shows on All 4, according to Warner, who highlighted Celebs Go Dating’s record-breaking on-demand numbers.

“We’ve seen some shows decline on linear, such as Celebs Go Dating, but it was well up on All 4,” he said. “We’re working out what is a tolerable amount of linear decline, so long as the growth on All 4 is significant enough.”

Couples therapy

Warner unveiled commissioning editor Vivienne Molokwu’s long-form series of YouTube show Blue Therapy, which examines the complexities of modern relationships through a host of young couples.

Billed as a blend of ‘constructed reality and high drama’, Blue Therapy 2 (w/t) follows couples as they discuss issues in their relationships, such as income inequalities, sexual satisfaction and disapproving family, through a series of relationship therapy sessions.

The 6 x 60-minute series will be co-produced by Project Gorilla, Luti Media and Motion Content Group.

Project Gorilla’s Andy Amadi, the creator of the original format, will exec alongside Motion’s head of diversity, equity and inclusion Deep Sehgal. Ordered out of C4 and Motion’s Diverse Indies Fund, it will air next year.

“The producers have a clever way of fusing multiple stories that means we can ensure thoroughly dramatic, joyful and jaw dropping moments by the truck load,” said Molokwu.

“Blue Therapy will offer a window into relationships we rarely see on telly and I’m hoping that combination will lead to the series being as irresistible on E4 as it was online.”

Amadi added: “Creating thought-provoking shows has always been my aim.”