Shop Direct in commercial launch partnership with 4oD on Sky


Channel 4 today announces that the UK’s largest multi-brand online retailer, Shop Direct Group, is to be the official commercial launch partner of 4oD on Sky. Media agency Carat created the partnership on behalf of Shop Direct to support its isme, Littlewoods and brands.

Throughout the six-month partnership, starting from Saturday 6th April and running until the end of September, one Shop Direct brand per month will feature in the first pre roll and in the first ad break of all 4oD catch up content on Sky’s On Demand platform.

Channel 4’s successful video on demand service, 4oD, launched on the Sky On Demand and Sky Go platforms on 18th March 2013, enabling even more viewers to enjoy a wide range of programmes from Channel 4, E4 and More 4 – as well as a selection of classic shows from the channel’s rich archive, including The Inbetweeners, Shameless, Spaced, Father Ted, The IT Crowd and This Is England ’88.

Kellie Warne, Group Digital Manager, Channel 4 said; “We are delighted to announce that Shop Direct are our official commercial launch partner. The launch of 4oD on Sky allows even more viewers the opportunity to catch up with their favourite Channel 4 shows whenever they want.”

Jon Owen, Retail Director at Shop Direct, said: “At Shop Direct, we’re always looking for new and innovative ways to support our brands and product ranges. Television and on demand programming are both key channels for our brands and this partnership with 4oD will enable us to combine the two to reach our customers in a unique and memorable way.”

Adrian English, Head of Media Investment, Carat said: “This original collaboration was created to allow Shop Direct to reach viewers who want to watch C4 content on the Sky platform at any time of day, ensuring that its brands and product ranges remain relevant and front of mind. It provides yet another innovative and engaging element to Shop Direct’s media plan”.


Notes to editors:

Channel 4 and More4 are also now available via Sky Go so viewers can enjoy content live on their laptop, smartphone or tablet, with E4 and Film4 to follow shortly. In addition, a range of classic Channel 4 shows are available within the On Demand section of Sky Go – and on Sky Go Extra these shows can be downloaded to watch offline, in line with the window of time they are available to view on 4oD.

About 4oD

4oD is currently available online at as well as Sky, Samsung Smart TV, YouView, Virgin Media, BT Vision, YouTube, iOS mobiles and tablets, Android tablets, PS3 and XBox. In 2013 it will also be available on Freesat’s Freetime.

About Shop Direct

Shop Direct Group is the UK’s leading multi-brand online retailer, offering customers a broad range of products, from fashion and beauty to furniture, homewares and electricals. It is home to brands including, Littlewoods and isme.

The Group has annual sales of around £1.7 billion and millions of active customers. 75% of Group sales are now completed online and this number continues to grow. Sales from mobile devices account for 19% of online sales.

About Carat

Carat is the world’s largest independent media communications specialist and the market leader in digital and diversified media solutions. Owned by Aegis Group plc, Carat was established in 1968 as the world’s first media agency. Since then it has grown to become more than 5,000 people in 70 countries worldwide, planning and buying media campaigns for many of the world’s leading brands. Today, digital technology has created a new era of media. Carat’s vision is to use media in new ways to drive business value for our clients. Carat. Redefining Media.

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