Channel 4 today announced the launch of 4Shorts, a new destination for short form content on its on-demand platform 4oD. 4Shorts offers viewers a range of specially commissioned innovative, diverse and experimental short form programmes featuring Channel 4 talent that are exclusive to 4oD.
4Shorts is comprised of: Extracts – showcasing some of the most tweeted-about moments from Channel 4 shows soon after broadcast based on Twitter data; Extras – commissioned bonus content of some of Channel 4’s most popular shows from Made In Chelsea to Educating Yorkshire; and Originals – newly commissioned content that resonates with a digital audience enabling Channel 4 to innovate and experiment across all genres. Originals will also feature advertiser-funded content specifically for 4oD, for the first time.
Additionally to help viewers discover content, 4Shorts short form content will appear alongside flagship Channel 4 shows for the first time on 4oD.
Channel 4’s investment in digital short form content reflects fast-growing consumer demand for mobile optimised content which encourages interaction and enables social sharing. Channel 4’s young skewing audience is increasingly active in this digital space with over 25% of 4oD views now on mobile devices, compared to less than 5% just a year ago.
Speaking at the Transforming TV event as part of the Channel 4 Upfront, Jonathan Lewis, Head of Digital & Partnership Innovation said: “Channel 4 has a heritage of developing engaging, innovative content with our advertising partners. 4Shorts enables us to further our strategy to work with advertisers more closely in new creative and experimental ways in 2014, giving them more cutting edge opportunities to take risks and engage with our young, connected audience, wherever they are.
“4Shorts breaks down some of the traditional conventions of television, removing entry barriers including high production costs and scheduling limitations to offer brands an opening to create content for a premium TV platform. And with over ten million users a month and up to 40 million streams viewed on a monthly basis, 4Shorts will give advertisers access to the significant scale of the 4oD audience.”