Post 2: Channel 4 research

I researched Channel 4 so that I could find out more about the type of broadcaster it is, and what type of audience watches Channel 4. I did this by looking at the Channel website and TV guide.

Channel 4's Provided information:

"Channel 4 launched the world’s first commercially focussed Video-on-Demand platform in 2007, 4 On Demand (4OD). In the years that followed, 4OD became one of the UK’s most popular VOD sites, with over 10 million registered users in 2013. It was recognised, however, that as the platform had grown and evolved across different devices and backend services it had started to fragment in terms of how viewers consumed content, and how that consumption was tracked by Channel 4."

General Knowledge:

• The channel first hit televisions on 2 November 1982
• Despite being a public-service television broadcaster it uses advertiser funding, sponsors and outsourcing their TV shows either online or to other channels
• Platform for New/Niche directors
• Parent company: Department for Digital, Culture, Media, Sport
• Genres: leisure, food, news, documentary, travel, reality TV, challenging perceptions, youth programming, new edging alternative TV
• Best renowned for their US sitcoms, such as the Big Bang Theory, as well alternative comedy (e.g. 8 out of 10 cats)
• All 4 was named Best TV Technology Platform or Service by the CSI Awards at IBC 2015
• All of Channel 4 and its associated properties are regulated by Ofcom

Other Notable bits of information:

Channel 4's remit(from channel 4's website):

1. shine light on stories not told elsewhere

2. to innovate and take creative risks 

3. Inspire change in the way we lead our lives

4. Stand up for diversity across the UK

Therefore, I believe that these four bits of information are necessary themes to add to my adverts, so that they are in line with channel 4's overall broadcasting style  and meet the channel's standards

The Schedule can be seen below for reference:

This research helped me to decide when to air my adverts. I have decided that 7-9pm on Tuesdays to Thursdays as this spans from Hollyoaks (which is one of the most popular shows on Channel 4) to the lifestyle series. Chances are most of our target audience will tune in for Hollyoaks so having it air around then will be extremely beneficial