Channel 4 brings Tokyo 2020 Paralympics to TikTok
Channel 4 is to bring highlights from the Tokyo 2020 Paralympic Games to UK TikTok audiences through a bespoke hub on the video-sharing site.
Channel 4 is aiming to attract a wider audience with Paralympics content on TikTok
Custom Paralympics content created specifically for the platform by 4Studio will include behind-the-scenes access to athletes, event highlights and medal ceremonies, each incorporating an interactive split-screen ‘reaction’ format and athlete Q&As.
Channel 4 will complement its extensive coverage of the tournament, which includes over 300 hours of rolling coverage on linear TV and 1,000 hours of livestreams, with social media-friendly snippets created by 4Studio, which will cover all the highs and lows from the event.
Alex Mahon, chief executive officer of Channel 4, said: “We want to make the Tokyo 2020 Paralympics the most accessible Games ever, and this innovative partnership with TikTok will bring more creative and bespoke content to the widest audience possible, wherever they are.”
Rich Waterworth, general manager for TikTok UK and Europe, added: “We’re delighted to be working even more closely with Channel 4 to support them to make the Paralympics even more discoverable and accessible to the widest possible UK audience.”
Channel 4 has racked up over 23m views since launching dedicated C4 and E4 accounts on TikTok in March to ‘super serve’ younger audiences. Meanwhile, content tagged with the #Paralympics hashtag has racked up 442m TikTok views, while #disabilityawareness content is closing in on half a billion views.
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