Channel 4 is 25 years old in November hence the glorious retro branding and Richard Whiteley era-Countdown appearing on TV. Famous for bringing close-ups of willies, tits and countless controversial things into the living rooms of thousands, it's rightfully celebrating a quarter-century of good reasons to stay in on Friday nights and legendary water-cooler moments.
A special off-screen marker of 25 years of success is unveiled today outside the TV station's headquarters. A towering 48 feet tall Channel 4 logo, only recognisable as a '4' from certain angles will stand ready for the official 2 November birthday. But - no callous Christmas tree treatment for this thing, it will live long beyond that date as the structure will be customised by four different artists over the next 12 months as part of the Big Art Project.
We don't think customisation in this case will mean sticking sequins and ribbon edging around the top. The first three artists are photographer Nick Knight, Turner Prize shortlisted Mark Titchner and Ghanaian sculptor El-Anatsui. Each will bring a very different discipline to the steel structure and will continue to fuel the Big Art debate about public art. The fourth artist will be the winner of a competition held jointly with the Saatchi gallery.
Watch the great erection in the clip above.
Look! We said 'great erection' courtesy of Channel 4! It's the channel that just keeps giving. Happy birthday!