Channel 4’s 4oD To Offer Seven Day Catch-Up
Channel 4 is to offer viewers the opportunity to catch-up on all of its commissioned programmes from the past seven days, for free via broadband.
All of Channel 4’s commissioned content will now be offered free of charge for seven days via its VOD PC service, 4oD, with the service introducing advertising in the form of a short pre-roll package played out before the programme is broadcast in full.
The pre-roll package will consist of two 30-second adverts followed by a short 4oD i-dent. 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 move is the latest development for 4oD, which launched last December as the first VOD via PC service offering the entire commissioned output of a major broadcaster (see Channel 4 To Launch On-Demand Service). At launch, 4oD offered a selection of free content, with the majority of programmes offered on a pay-per-view basis. Going forward, the service will continue to evolve, with a subscription model to be introduced later this year.
“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,” said Andy Duncan, chief executive of Channel 4.
“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. The service will launch with a number of the UK’s biggest advertisers including Halifax, Warner Bros Entertainment and Paramount.
Premium US series and the Channel 4 archive, featuring thousands of hours of programmes such as Trigger Happy TV and Drop The Dead Donkey, will remain available on a pay-per-view basis with single episodes available for download for 99p.
Paul Rowlinson, investment director at Mindshare, commented: “Advertisers who appreciate the power of TV also recognise the need for its evolution and diversification, and for our clients that’s exactly what 4oD will help bring.
“The blend of Channel 4’s great programming content, a captive audience and a discreet, uncluttered environment is a potent one, even before the spice of potential interactivity is added. It’s a step forward for consumers, advertisers and all who embrace creativity and innovation in TV.”
Tiscali launched its TV service today, with 4oD content such as Grand Designs, Shameless, You Are What You Eat and Black Books to be offered as part of the Tiscali TV ‘Big Pack’ subscription. 4oD US series such as Lost, Desperate Housewives and Ugly Betty will be available on a pay-per-view basis, costing 99p an episode.
Tiscali TV has also added Channel 4 content to its ‘Replay or Catch-Up’ service allowing subscribers to watch selected Channel 4 content up to seven days after broadcast for free (see Tiscali Turns Homechoice Into Tiscali TV).
Channel 4: 020 7396 4444 www.channel4.com