C4 launch new project with voices from Britain's most diverse street
Category: News ReleaseShopkeepers 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