NEWS

Revamped 4oD offers an eclectic mix of content

By Ben Sutherland, Media Week ON 07 JULY 2009

Channel 4 was the first mainstream UK broadcaster to launch a broad on-demand platform, 4oD - at the time a mix of free and paid-for content - back in 2006.

4oD: improved site accessibility

This month, it is relaunching its catch-up service, making its archived programmes available free and ad-supported on Channel4.com for the first time.

Not that you'd really notice from landing on the Channel 4 homepage -shouting about it from the rooftops they're not. Perhaps "discreet" is the word. Although, to be fair, I think I do recall a couple of plugs on More4 while watching Grand Designs.

Still, 4oD does arrive, bringing the prospect of rekindling the associated warm feelings of watching Brass Eye's Chris Morris hoodwink gullible celebs and politicians or revelling in the bizarre mouthings of Terry Christian on a Friday night on The Word.

However, the first batch seems a strangely eclectic mix, with Eurotrash, Whose Line is it Anyway and Peep Show featured on the 4oD page. Perhaps the corporately lamented lack of Friends is the true blessing.

An early relaunch of Channel4.com at the beginning of April and now the removal of the desktop 4oD player will no doubt help Channel 4's somewhat tarnished reputation with Mac users accessing its VoD content. In terms of numbers, the daily plays for the catch-up went from 100,000 to 200,000 when launched in April.

The click-through rate for the pre-roll advertising went from 0.5% to 2.5%. So the functionality and overall improvements to the site have certainly helped accessibility to this service. But the level of communi¬cation of this as a benefit to broader consumers is still sketchy - arguably because streaming through your computer is still of limited value.

Ultimately, however, what should be paramount is the push of "quality content" to consumers who are drowning in dross - that and the guilty pleasure of reliving a few Friday nights from your youth.

What is good?
Not having to rely on a hit-and-miss desk-top solution.

What could be better?
Highlighting quality in the archive with better search functionality.

Would I book my clients into this?
Yes, there are signs of improved functionality and consumer engagement.

Ben Sutherland, Director, Rapp Media

http://www.mediaweek.co.uk/news/comment/media+on+trial/918265/Revamped-4oD-offers-eclectic-mix-content/