Channel 4

Channel 4 producer to be embedded within digital creative studio fish in a bottle as part of Fuel4 programme

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By The Drum Team, Editorial

September 27, 2012 | 2 min read

Channel 4 will embed a TV producer within digital creative studio, fish in a bottle, as part of the Fuel4 programme.

Fish in a bottle were identified by the broadcaster as one of five UK based digital companies it will work closely with to develop new multiplatform content. Over 60 companies applied to take part in the Fuel4 programme which will run for 20 days and sees fish in a bottle now working alongside AKQA, Blast Theory and Inensu. At the end of the 20 days ideas will be pitched to Channel 4 from fish in a bottle and the other four agencies digital producers have also been embedded within.

Jen Topping, business manager for Channel 4 Online, explains: “The placements are intended to help a set of companies step into the world of multiplatform and develop ideas that work across TV and interactive media.

“Fish in a bottle have done some fantastic work for Channel 4, and we are really excited about the combination of a great games company working with a TV producer to develop ideas that can be enjoyed by Channel 4’s TV and online audience.”

Fuel4 is an events programme run by Channel 4 for the creative industries which aims to share an understanding of the ways in which technology is changing TV.

MD at fish in a bottle, Justin Eames, commented: “Everyone at fish in a bottle is genuinely thrilled to be a part of the Fuel4 programme. We believe that the pace of evolution across all platforms now means that a new approach is required; it will be our aim to deliver that.

“We're committed to using this great opportunity to extend our ambition of delivering truly multiplatform content across digital, games and now television.”

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