More4 is a British free-to-air television channel, owned by Channel Four Television Corporation. The channel launched on 5 October 2005. Its programming mainly focuses on lifestyle and documentaries, as well as foreign dramas. Content When the channel first launched in 2005, it mostly focused on US dramas and repeats of Channel 4 programmes. Having shown all five weekday editions of The Daily Show since More4's launch, in January 2011 the channel scaled back its commitment to one episode per week in order to increase investment in its arts programming. On 23 January 2012, More4 re-focused towards more lifestyle-based content. Documentaries which previously aired on the channel moved to Channel 4. More4's schedule runs every day from 08:55 to 04:00. More4 shows programmes from TJC during downtime. Branding 2005–2012 In September 2005, Channel 4 began running teaser trailers for the new station (although the name was neither mentioned nor seen in the adverts). Showing neon lettering, the teasers hinted at "adult entertainment". Some people may have been confused by the deliberate double-meaning of these trailers and mistakenly presumed the new channel would be of a pornographic nature. Advertisements starting at the end of September made it much clearer that the "adult entertainment" being offered was the 'intelligent and insightful' programming. Viewing figures for the launch date gave More4 an average figure of 269,000 viewers, compared to E4's 296,000. The original More4 branding was designed by Spin and animated by DBLG. 2012–present On 23 January 2012, More4 adopted a new logo and on-air branding. The logo and channel idents were designed by London-based design and motion company ManvsMachine and Channel 4's in-house agency, 4Creative. The repositioning of the brand coincided with the channel's move towards more lifestyle content and a move away from documentaries and arts. The idents focus on moving mechanical "scrapbooks" which also refers to the Digital Scrapbook platform. A new logo and branding was introduced on 27 September 2018, which included a version of the original stylised numeral "4" logo, as designed by Martin Lambie-Nairn and Colin Robinson, with the word "More" imposed on top of it. The branding was not a major overhaul, as the other idents stayed the same but revised. This was part of the Channel 4 major rebranding across all their channels. In November 2022, on the 40th anniversary of the original "4" logo being shown on British TV screens, Channel Four Television Corporation announced