Channel 4 has moved its video on-demand service to the main Channel4.com portal, axing the clumsy application users had to navigate to find shows.
- What's in it for viewers?
The offering is in effect the same, but the revamped site is quicker and easier to use, and more accessible to Mac users. Consumers can search for shows by name or date. Videos can be streamed in a range of sizes, and the quality is generally very good. The best thing about 4oD is the sizeable back catalogue. Users can veg out in front of multiple series of classics as well as recent hits such as The Inbetweeners.
- What's in it for advertisers?
Popular shows will continue to be accompanied by pre-roll ads and sponsors. The platform also provides more opportunities for banner ads. Ugly Betty, for example, carried two pre-roll ads, for Go Ahead! and Panasonic, and sponsorship idents for Diet Coke. Other brands, such as Foster's and Lynx, target more male-focused shows.
Many of C4's cult classics remain without sponsors, providing an opportunity to target niche audiences.
_1.jpg)
.jpg)
