T4 is Channel 4's flagship entertainment zone aimed at 16-34 year olds, transmitting from 9am to 2pm on Saturdays and 8am to 2pm on Sundays, all year round. It should reflect the world of our youthful audience, either through the presentation links or through the spine of programming. T4 is essentially a zone, where we want to make programmes which are noisy, fresh, and high impact. We also want to continue covering a variety of music and entertainment formats ranging from one-off specials, series and theme nights on both late night Channel 4 and the 4Music channel. The best programming is often tied in to a specific release-date and/or anniversary. So a hook helps and can be an important added-value when producers submit ideas. Cost-effectiveness is very much a key factor for T4 and Music, and we regularly work with ad-funded partners.