Cochrane explains More4's "adult" launch campaign

Channel 4's director of marketing has explained the unusual porn-themed launch campaign for new highbrow station More4.

The broadcaster has been trailing the new station, which is aimed at the 35-54 demographic, with the tagline "New Adult Entertainment from 4", backed by adverts featuring legendary porn star Ron Jeremy.

Polly Cochrane, who devised the campaign with new marketing head Rufus Radcliffe, told The Independent: "It's a way of getting people's attention. You establish it and then you move away from it."

She added: "Would the BBC ever launch a channel in this way? I thought: 'No, it seems a very Channel 4 thing to do.' It might also generate some heat which is only a good thing."

Ads for the station, which launches on October 10, will adopt a more serious tone from next week.