C4 launch new project with voices from Britain's most diverse street

Category: News Release

Shopkeepers and residents from the UK's most ethnically diverse street have taken control of the continuity announcers' mic this week and have been introducing some of Channel 4’s biggest shows.

The people of Narborough Road in Leicester originate from over 35 different countries, from India and Pakistan to Poland, Cameroon and Zimbabwe.

From the 23rd July until 29th July, twenty one Narborough Road locals will take over the airwaves, introducing peak-time shows like Eden, Ramsey's Hotel Hell and new dating series Naked Attraction. Channel 4’s Continuity Team and 4creative, C4’s in-house creative agency, spent four days in Leicester recording the announcements.

Raman Sain, an avid Leicester City FC fan who runs an off-licence will be an ‘announcer’, as will Ian Smalley, a bookshop-owner come professor of Geography at the University of Leicester.

The project embodies Channel 4's promise to reflect and celebrate Britain in all its diversity, and provide a platform for alternative voices, and is one of many such initiatives to launch this year.

Dan Brooke, Channel 4’s Chief Marketing and Communications Officer, said: “When you have a public service remit to champion diversity and alternative voices, what better place to find them than on Britain’s most diverse street. All this week the residents and shopkeepers of Narborough Road, Leicester will be introducing programmes on Channel 4 and, in the process, reminding us what a stunningly diverse country we all live in. “

Leicester holds personal significance for many involved; both 4creative Director Barry Dyer and Executive Creative Director John Allison hail from the town, whilst several of the production runners were students at Leicester University.

Channel 4’s Continuity Team has a long-held reputation for its bold, edgy and innovative approach to providing programme links for viewers. They've opened up the airwaves to many alternative voices in the past, as James Walker, Head of Marketing, explains: “Last year, urban poets took to the mic for National Poetry Day, whilst more recently, we've given a voice to young people with disabilities as part of Channel 4’s Year of Disability. It’s been great fun working with the people on Narborough Road and we’re all looking forward to hearing their unique take for C4’s continuity”.

In January Channel 4 reaffirmed its commitments to the 360° Diversity Charter. The Charter puts diversity at the heart of all decision making at Channel 4, across all activities on and off-screen, at every level and with all external partners and independent producers.

The 4creative film on the project can be watched here: https://www.youtube.com/watch?v=wYbEFB0tmnw

 

Creative credits

Client: Channel 4 Marketing

Head of Marketing: James Walker

Deputy Head of Marketing: Laura Ward

Marketing Executive: Zoe Baker

Agency & Production Company: 4Creative

Executive Creative Directors: Chris Bovill and John Allison

Creative Director: Alice Tonge

Creative Team: Jack Croft and Stacey Bird

Director: Barry Dyer

Senior Account Director: Jane English

Senior Producer: Liz Arnott

Digital Producer: Madeleine Smith

Casting Producer: Katie McGhie

Designer: Tim Fellowes

Production Manager: Rebecca Sherab

Director Of Photography: Oliver Schofield

Production Designer: Chris Williams & Nigel Howlett

Editor: Ian Ashford, Sara Faulkner / Patrick Fenn

Grade: Danny Wood

Sound Design: Dave Williams & Marcin Pavlik

Composer : Rich Martin

Online: Martin Waller & Kieran Baxter

Photographer: Barry Dyer

Continuity: Isla Paton, Barra Fitzgibbon, Paul Sapsford