4Music to become E4 Extra

[Brekkie]

Do have to wonder what C4's long term plan for "The Box" is. As pointed out "Box Plus" has now been integrated into the C4 corporation but it is very clear the channels are still run at arms length. I always assumed one day they might sell it off but not sure the market is there now for buying up music channels, though Bauer, despite pulling out as owners, still must see value in continuing to run branded channels in partnership with them. Not quite sure where BOX Africa fits into this too - do they run that or just licence the brand?

For me this would have been the opportunity to commit to one brand or the other - so keep both The Box and Box Hits or rebrand them as 4Music and 4Music Hits. I get why C4 don't want to ditch the 4Music brand completely but not sure of the value of keeping both brands going with The Box also down to just one branded channel (though also operating KISS, Kerrang and Magic).