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Biography:
Michael Comish
Managing Director
4 Services
View Channel4.com
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Interactive
4 Interactive is responsible for the development of interactive services across all digital platforms - principally the web, interactive digital television and telephony.
4 Interactive's activities are geared towards:
| increasing Channel 4's audience share and loyalty |
| enhancing relationships with Channel 4's key advertiser and sponsor customers |
| generating commercial return (as part of 4 Ventures) |
| building on Channel 4's reputation for innovation and entertainment |
| helping maintain Channel 4's salience with its audience in an increasingly complex and fragmented media world |
Online presence
4 Interactive's online presence is centred around channel4.com where viewers can access further information on Channel 4 shows and interact in new ways with Channel 4 content. The site comprises a number of vertical areas that reflect Channel 4's content and brand such as Entertainment, Film, News, Sport, Culture, 4Car and 4Homes. 4 Interactive's online offering extends into 4Broadband, through which viewers can access deeper, richer content for a monthly subscription fee.
iDTV
4 Interactive has a 24/7 presence on iDTV through the red button on the satellite and cable platforms. Through 4Active, Channel 4's iDTV service, viewers can enjoy a range of services such as quizzes, votes and games. During Big Brother 3 Channel 4 viewers cast over 5 million votes and played 1.3 million games. This illustrates how the platform allows viewers to interact through television beyond the traditional broadcast show.
Telephony
4 Interactive's telephony strategy focuses on premium rate phone lines, text services and emerging mobile technology such as MMS and 3G. These services allow viewers to vote and enter quizzes as well as subscribing to text alert services. 4 Interactive is always looking at ways of leveraging emerging technology to allow viewers to engage with Channel 4 in new ways - such as the text-to-screen services for The Salon and Big Brother.
The 4 Interactive team works closely with the Commissioning Department of Channel 4 and the independent production community to ensure interactive services are, where appropriate, central to the television format. Although interactivity may be limited to a web-only presence in some instances, increasingly 4 Interactive will be the catalyst for Channel 4's ambitions with respect to the development of multi-platform content. Recent examples of multi-platform content include Big Brother, The Salon and Banzai.
4 Services
4 Interactive | 4creative | 124 Facilities
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