Channel 4 today announced the launch of a range of major new digital platform and product innovations at its Upfront 2013 event.
Building on the huge existing success of 4oD, which is the UK's most successful commercial video on demand service reaching nearly one third of all young people in the UK on a monthly basis, in 2013 Channel 4 will launch:
These three new products are among the platform innovations we expect to deliver in 2013 and are part of the package of benefits offered as part of Channel 4's viewer relationship management programme to engage and reward its registered viewers.
Channel 4 is the first UK broadcaster to embrace using viewer data to inform its strategy and has confirmed that this month its database of registered viewers will exceed six million - with registrations continuing to grow at a rate of over ten thousand a day. One in three 16-34 year-olds are now registered with the broadcaster, giving Channel 4 vital insight into one of its core demographics.
Over 2012 Channel 4 has worked with clients on a number of projects to pioneer new ways of targeting audiences using the data.
Speaking at the Transforming TV event as part of the Channel 4 Upfront, new Head of Digital & Partnership Innovation, Jonathan Lewis, announced that in 2013 the broadcaster will work with selected clients to take the following new data initiatives to market:
In 2013 Channel 4 will also launch a new digital ad product, Adapt, which for the first time will bring together Channel 4's data insight with its VOD innovation.
Adapt will enable advertisers to target logged on users based upon their age, gender and location.
The launch of Adapt builds on the increasing demand from advertisers for digital products, with the current offering - including Ad Pause, Ad Extend, Ad Link, Ad Mix, Ad Social, Ad Interact - now accounting for over 10 percent of Channel 4 sales inventory delivery.
Launching Channel 4's 2013 Upfront, Sales Director Jonathan Allan said: "2013 will be another fantastic year of innovation for Channel 4 and I'm delighted that we will be kicking it off with such an exciting range of platform and product developments, as we continue to drive our viewer registration initiative and engage more deeply with our audiences through content and advertising."
On the launch of new innovations for 4oD, Channel 4's Commercial & Business Development Director, Sarah Rose said: "We're very excited to be the first commercial public service broadcaster in the UK to offer mobile offline viewing, enabling our viewers to catch up with Channel 4 wherever they may be.
"And the introduction of ‘Watch Live' on the move and cross platform ‘Pause and Play' is great news for our young-skewing audience who are increasingly watching our content on multiple mobile devices. These new product innovations both reward our registered viewers and further strengthen our viewer engagement strategy."
Notes to Editors