Channel 4 responds to rise of Netflix and Amazon with heavy investment in online programming
Channel 4 is revitalising its on-demand platform All4, expanding into new content areas and pumping a multi-million pound investment into original and acquired online content as the broadcaster hopes to capitalise on the growth of connected TV viewing and compete with the giants in this space: Netflix and Amazon.
All4 new look
At its Upfronts today (15 November), the broadcaster unveiled a bold new interface for its on-demand platform to stand out in the connected TV space, and has designed the user experience to be tailored to each platform including iOS, Android and All4.com.
The new home screens herald greater personalisation, combining human curation with data-driven recommendations tailored for each user.
Channel 4 also announced a multi-million pound increase in investment of original and acquired online content for All 4 in 2017. The broadcaster will also increase its brand-funded series, Shorts, which launched in 2014 and has so far produced 18 original series for 12 advertisers on the All 4 platform.
Furthermore, the All 4 commissioning team revealed eight new thematic strands reminiscent of the kind of content commissioned by youth brands like Vice as it looks to better serve its millennial audience, currently reaching over half of all 16-34 year olds in the UK.
These include ‘New Romantics’, which will explore modern love in all its forms; ‘Rich Kids’, an examination of what it means to have a rich life; ‘Ballsy’, a home for those pushing life to the limits; and ‘Freaks & Uniques’, a look at extraordinary people living unbelievable lives. There are also strands for leading edge music and culture, gaming and the internet, topical series and mid-form millennial drama and comedy.
Richard Davidson-Houston, head of All 4 and digital content at Channel 4, said: “This phase in All 4’s evolution sees us yank it out of the world of catch-up TV and into the expanding OTT space. In all aspects of the user experience from editorial to design and functionality, All 4 is becoming more personal and intuitive to use. Time is precious and our mission is to ensure that All 4 always hits the spot.”