C4 Launches “Catch-Up” Service

LONDON, March 1: Channel 4 is expanding its broadband VOD
service 4oD, making all of its commissioned content available free-of-charge
for seven days after its original broadcast, and introducing advertising
opportunities.

The 4oD platform launched in December offering some free
content, with the majority of shows available on a pay-per-view basis.
Beginning March 26, all of Channel 4’s commissioned content will be offered
free-of-charge for seven days from broadcast. Premium U.S. series and the
Channel 4 archive, featuring titles like Queer
As Folk, Trigger Happy TV and Drop The Dead Donkey, will remain available on a pay-per-view basis
with single episodes available for download for 99p. A subscription
model is expected to be introduced on 4oD later this year.

Advertising, meanwhile, will consist of a pre-roll package
played out before the program is broadcast in full. The pre-roll package will
consist of two 30-second adverts followed by a 4oD ident. Advertisers can also
opt for a 10-second sponsorship clip played immediately before the program
starts. Advertisers on board include Halifax, Warner Bros Entertainment and
Paramount.

Rod Henwood, the new business director at Channel 4,
commented: “The launch of free catch-up reflects the strong early demand from
consumers and advertisers for our on-demand service. We believe free catch-up
will complement our pay content, by attracting more sampling of our service,
giving us the opportunity to drive incremental viewing to our paid-for archive.
Our own early evidence is that the appetite for both business models is strong.
We are using our early mover advantage in this market to build learning,
loyalty and revenues.”