Channel 4 launching 4Seven social channel

Carrier Tineka Smith

05:18, March 9 2012

Channel 4 is launching a new channel this summer, with shows broadcast being based on chatter from sites like Twitter and Facebook.

The new catch-up TV channel programme schedules will be based on how much buzz content on the main channel is getting on social media outlets.


The new service will allow viewers to catch up on any content they have missed during a live broadcast without having to go online.

David Abraham, Chief Executive of Channel 4, made the announcement at the FT Digital Media Conference.

"With so much choice out there, viewers are increasingly saying they sometimes just miss the best stuff, despite their PVR and VOD," said Abraham. "Scheduled in close harmony with all our other channels, 4seven will be a powerful way of maximising the audience for the many hours of new Channel 4 programming we launch every week, as well as an opportunity to direct viewers back to Channel 4 to watch more."

Content receiving the most attention via social media will form the main content scheduled.

"It will schedule the main channel content that is creating noise - amongst social media, bloggers, commentators and of course via contact our viewers have directly with us - and incorporate this buzz into the look and feel of the channel," said Abraham.

We have yet to see whether or not the channel will actually base programme scheduling only on social media buzz; as lucrative advertising and sponsorship deals that come with it could play a part.

"The launch of 4seven also supports our strategy of embracing the opportunities of connectivity, by exploring ways to deepen engagement with our viewers and expand the choices we can offer them, said Abraham."

The 4Seven channel will be the first one launched by Channel 4 since More4 in 2005. Past channels launched have been E4 in 2001 and Film 4 in 1998.


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