Channel 4 has launched a video-on-demand app for Windows 8 devices as part of a major ad deal with Microsoft.
The broadcaster has become the first in the UK to develop a VOD app specifically for Windows 8 devices. The 4oD app, available from the Windows store from today, will bring shows from Channel 4, E4 and More 4, including Homeland, Fresh Meat, and The Inbetweeners to Windows 8 phone and Surface tablet owners.
The launch coincides with a three-month, joint ad campaign to promote the app, with Windows 8 and 4oD running co-branded pre-roll video ads across the platform. Channel 4 will also promote the app across the rest of its channels.
The ads were created by Channel 4’s in-house creative agency 4Creative, with the ad deal managed by Universal McCann.
Channel 4’s group digital manager Michael McSharry said the deal will set the scene for more collaborative partnerships with clients. “It demonstrates how we can work with clients collaboratively to create something that is new to market, bespoke and one that utilises all our 4oD platforms as well as linking in to relevant content on Channel 4 to provide a fully integrated cross media brand experience,” he said.