The move, tipped by Brand Republic's sister publication ±±¾©Èü³µpk10, will mean all Channel 4's commissioned content will now be offered free of charge for the period via its video-on-demand PC service 4oD. This service will not be available via cable networks.
Pre-roll packages will be available to advertisers in the form of two 30 second spots followed by a short 4oD ident.
Programme sponsors will also be given the opportunity to extend their on-air association with a 10 second sponsorship clip played immediately before the programme starts.
The service has already attracted a number of blue chip clients including Warner Bros Entertainment and Paramount.
Andy Duncan, chief executive of Channel 4 said: "As a global pioneer in video-on-demand, we are exploring a range of different business models on the platform, learning valuable lessons in how consumers use the service. 4oD will now offer a hugely exciting new opportunity for advertisers and I'm delighted that once again Channel 4 will be at the forefront of this developing market."
Rod Henwood, new business director at Channel 4, added: "The launch of free catch-up reflects the strong early demand from consumers and advertisers for our on-demand service. We believe free catch-up will complement our pay content, by attracting more sampling of our service, giving us the opportunity to drive incremental viewing to our paid-for archive. Our own early evidence is that the appetite for both business models is strong. We are using our early mover advantage in this market to build learning, loyalty and revenues."
Launching on March 26, the free catch-up service will be available both streamed and downloaded on the 4oD PC platform.
Premium US series and the Channel 4 archive, featuring thousands of hours of classic programmes such as 'Queer As Folk', 'Trigger Happy TV' and 'Drop The Dead Donkey', will remain available on a pay-per-view basis without advertising with single episodes available for download for 99p.
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