Channel 4 launches short-form video hub with Rimmel London and British Gas on board for branded content

Channel 4 has launched a short-form content hub on 4oD to tap into the demand from mobile users for bite-sized videos.

Content: 4oD's Educating Binky

As well as original Channel 4 content, the hub will carry commercial shorts and will kick off with Rimmel London, British Gas and Alfa Romeo as partners. The first shorts will go live next month.

Educating Binky, featuring Made In Chelsea stars Binky Felstead and Mark-Francis Vandelli, has been created in partnership with Rimmel London and OMD UK, while a home lifestyle series from British Gas, Home Truths, was created with Carat.

The launch follows the announcement of the service from Channel 4 last year.

Richard Davidson-Houston, Channel 4’s head of online, said: “Short form content is an incredibly exciting development both for viewers and for producers.

“We’ve already had a great response to Short from some of the UK’s most innovative new indies. Our doors and minds are wide open to ideas from forward-thinking producers who want to join in with this exciting new development.”

Channel 4’s deputy chief creative officer Ralph Lee is overseeing commissioning of short form content, while Davidson-Houston is leading the editorial and commissioning team.

The short-form hub will initially be available only on iOS and the Channel 4 website, although the broadcaster said all short-form content is still available on Android.

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