Channel 4 Extends to Second-Screen App

LONDON: As part of its ongoing viewer engagement strategy, Channel 4 is launching a second-screen companion app to accompany its channels and programming.

The app will move into beta phase next month for Channel 4’s registered users. It is currently under the working title 4Now. The app will serve as a centralized destination for synchronized experiences, allowing registered viewers to access additional content for the programs they are watching across the Channel 4 bouquet. This includes program information, social media activity and interactive content like real-time polls, votes and quizzes. Plans are for the app to eventually include exclusive content and interactive experiences such as play-along games.

Keith Underwood, the director of strategy and technology at Channel 4, said: “Channel 4 has a long history of delivering innovative new technology projects. As a centralized product destination, 4Now allows us to enhance our relationship with viewers and enables us to offer them a range of interactive, synchronized experiences for shows which may not have warranted a standalone application. Additionally, it enables us to drive further commercial opportunities for our advertising partners.

“The beta phase launch is also an incredibly exciting opportunity for our registered users to get involved in shaping the development of the product—part of the two-way relationship we have with our viewers.”