Channel 4 is one of the nation’s leading mainstream television broadcasters. It transmits across the whole of the UK, and is available not only on traditional analogue transmission but is available on all new digital platforms (terrestrial, satellite and cable)
Channel 4 also has various branches of entertainment, including the free-to-air digital TV channels E4 and More4, FilmFour (which was relaunched as a free-to-air channel in summer 2006), and an ever-growing range of online activities at channel4.com, including the broadband service FourDocs.
On this website, four states its policies in fulfilling audience satisfaction in their institution:
“(a) demonstrates innovation, experiment and creativity in the form and content of programmes;
(b) appeals to the tastes and interests of a culturally diverse society;
(c) makes a significant contribution to meeting the need for the licensed public service channels to include programmes of an educational nature and other programmes of educative value; and
(d) exhibits a distinctive character.”
The Channel 4 homepage
•Logo with links next to it providing movement around the page via the different channels (E4, More4, Film4, 4Radio, 4oD)
•Menu bar down the left hand side providing links to all today’s offers. All under the headings of; Watch Online, TV, Entertainment, Lifestyle, News, Documentaries, Interact, giving the audience an easy, broken down way of accessing all of Channel 4’s offers. Interactivity for the audience, providing them with further information on their favourite shows and getting them involved and loyal to a brand.
•Main page is taken up by seven pictures, each promoting different Channel 4 programmes. Three of the images are promoting programmes on this evening or coming soon (Peep Show, Dispatches and Animal Farm). One is for their new service 4oD (4 on Demand) where you can watch Deal or No Deal when you want for free. Another is providing quick links to their top TV shows (Shipwrecked, Deal or No Deal, Skins, 10 Years Younger and Hollyoaks) and another is giving a short insight to the TV listings for tonight. As well as promoting their brand in an attempt to boost ratings, it is showing a clear range of improved media technologies: offers of TV on demand and video clips show their innovation in distribution as an industry.
•A separate box is given to a ‘latest news’ service, providing an ongoing service with changing news bulletins – similar to that of the BBC.
•Advertising takes over much of the page. This is a government funded advert promoting energy saving across the nation. This popular website is a key space for advertisers.
Brand loyalty: if people like channel 4 they are very likely to explore their other branches such as e4 or filmfour. Being able to find out more about a particular genre or television programme through a webpage keeps them interested in your product, and makes the audience more perceptable to extending their loyalty - e.g. voting, entering competitions, viewing more programmes.
Key theories and concepts: interactivity, convergence (internet, television, video, photography), convenience (missed programmes available for replay)
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