TV4's becomes C4, the music channel

TV4 will be reborn as C4 when the channel changes to a youth music format in October.

The channel, which had previously gone under the working title of 4Music, today unveiled its new name and logo .

Owner CanWest, which also runs TV3, hoped the new format, which is aimed at 15- to 29-year-olds, would turn around the fortunes of the loss-making TV4, by increasing the channel's appeal to viewers and advertisers.

TV3 and TV4 managing director Rick Friesen said the C4 name - short for Channel 4 -- had been chosen for its bold simplicity.

Mr Friesen said C4 would run themed or "destination" programming focused on specific musical genres, however, it would be open to format changes based on viewer surveys.

The channel would continue to screen TV4's popular cartoon comedy South Park and would launch Jackass, a top-rating MTV comedy stunt series directed by Spike Jonze which has now also been made into a movie.

The channel could be financially successful with a 2 per cent audience share, Mr Friesen said.