Channel 4 has today outlined plans for its in-house digital content studio, 4Studio – formerly announced as the Digital Creative Unit.
4Studio will be at the heart of the broadcasters’ digital acceleration strategy leading on all aspects of short-form content publication across social media platforms and delivering on Channel 4’s strategy to serve young audiences in the spaces where they like to consume and interact with content.
Led by Matt Risley, Head of 4Studio, the Leeds-based team will ensure Channel 4 drives engagement with its shows on social platforms by managing and optimising content centrally - from concept through creation to publication and exploitation across multiple platforms.
4Studio will also work closely with both the digital commissioning team and a 4sales team offering social-first branded entertainment opportunities to the advertising market.
The 4Studio commercial team will maximise opportunities for brands to reach youth audiences across Channel 4’s social universe with a view to driving engagement with shows and optimising commercial potential.
Matt Risley, Head of 4Studio said: “4Studio will be the go-to resource within our business offering guidance and practical support on the creation and publication of digital social content to commissioners, producers and advertisers.
“Our Leeds-based team will specialise in platform specific analysis, tracking trends and enabling a more targeted and tailored approach to social content, commissioning and distribution, supporting our wider ambitions to super-serve young audiences on these platforms.”
4Studio will ensure all digital activity aligns with Channel 4’s wider strategy to maximise time spent with Channel 4 across multiple platforms by performing a range of central functions including:
- Development of social media best practice and guidelines
- Identifying new opportunities for branded short-form content
- Supporting TV programmes by reaching new audiences on digital platforms
- Analysing platform specific trends and optimisation strategies.
- Maximising commercial returns from digital media.
The team is likely to expand later this year with more opportunities for people in the Leeds region. Roles will be advertised on https://careers.channel4.com/4jobs later this year.
Channel 4’s portfolio of brands continues to resonate with youth audiences across all platforms. Channel 4 reached over 100 million Facebook users including 81% of 18-24 year olds and 74% of 25-34 year olds in the UK throughout the past month, whilst achieving over 800m YouTube impressions across the same period of time and 18-34 year olds being the most engaged age group with Channel 4 on this platform.
Youth-focussed factual strand True Stories is one example of original Channel 4 short-form content for social and has amassed over 46 million views across Facebook and YouTube since launching in February.