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Channel 4 to ramp-up brand-backed short-form shows

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By Seb Joseph, News editor

June 25, 2015 | 2 min read

Channel 4 is looking to ramp up production of brand-backed short-form videos with the creation of a role to secure new partnerships.

The broadcaster wants a project and production lead to assume responsibility for shepherding projects for original short-form shows that are exclusive to its digital service All 4. The candidate will report to Channel 4’s partnership controller for content solutions Simon Wells and work closely with commissioners, independent production companies and the wider sales team to push the fomat to both agencies and brands.

Channel 4 wants All 4 to become the destination for premium short-form content in the UK as seen by the launch of the 8-part, Sony-backed series Misbehaving in Chelsea earlier this month. Other brands including British Gas, Heineken and Alfa Romeo have all invested in 4Shorts since it launched last summer. The support helped drive over 3 million Shorts views in the remainder of 2014.

Jonathan Lewis, head of digital innovation and partnerships at Channel 4, said: “Shorts offer advertisers a unique opportunity to create great video content which successfully engages our young viewers wherever they’re watching TV. This newly created position will enable us to expand our work with brands in this key growth area to manage demand and help us drive our ambitious innovation agenda even further. We’ve had a fantastic response from both advertisers and audiences alike and we’re looking forward to adding to the fast growing collection of original Shorts series available on All 4.”

The content sits within Channel 4’s larger on-demand service, which was relaunched earlier this year from 4oD to All4 to reflect the wider range of content on offer.

All4 Ad-funded Content Channel 4

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