Channel 4 announces 4oD short form content brand

Channel 4 has announced the launch of 4Shorts, a new destination for short form content on its on-demand platform 4oD, at its Upfront 2014 event. 4Shorts offers viewers a range of specially commissioned short form programmes featuring Channel 4 talent.

4Shorts is comprised of: Extracts – showcasing some of the most tweeted-about moments from Channel 4 shows soon after broadcast based on Twitter data; Extras – commissioned bonus content of some of Channel 4’s most popular shows from Made In Chelsea to Educating Yorkshire; and Originals. Originals will also feature advertiser-funded content specifically for 4oD, for the first time.

Speaking at the Transforming TV event as part of the Channel 4 Upfront, Jonathan Lewis, Head of Digital & Partnership Innovation said: “Channel 4 has a heritage of developing engaging, innovative content with our advertising partners. 4Shorts enables us to further our strategy to work with advertisers more closely in new creative and experimental ways in 2014, giving them more cutting edge opportunities to take risks and engage with our young, connected audience, wherever they are.

The short from content brand, so Channel 4, reflects the fast-growing consumer demand for mobile optimised content which encourages interaction and enables social sharing. Further, the broadcaster stated that its audience is increasingly active in the digital space with over 25% of 4oD views now on mobile devices, compared to less than 5% just a year ago.

DTG Staff  |  08.11.2013

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