On the occasion of its 40th birthday, U.K. public service broadcaster Channel 4 has rebranded its VoD service All4 as Channel 4. The service used to be known as 4oD and it was renamed as All4 in 2015.

The rebranding, which will begin from spring 2023, is to “help audiences better navigate the abundance of choice in the digital world and find their favorite Channel 4 shows wherever and whenever they choose to watch content,” Channel 4 said in a statement. “All4 will change to ‘Channel 4 as Channel 4 becomes the first U.K. broadcaster to adopt one brand identity across its digital and linear channels as audiences increasingly no longer distinguish between digital and linear content. Channel 4’s entire portfolio of channels will also align with the Channel 4 brand.”

The rebranding comes as Channel 4 faces an existential crisis. Former U.K. Culture Secretary Nadine Dorries set in motion a process to privatize the organization, a move supported by new U.