Frequently Asked Questions

Are there any restrictions on the types of businesses or industries that can apply for this initiative?

There is no restriction on the types of businesses or industries that can apply. We encourage all businesses to review the criteria on our landing page/beginning of application to ensure alignment with the initiative’s objectives.

Is there a certain stage of business development or growth that our company must be at to apply?

As part of the criteria, businesses should have been in operation for a minimum of six months, make a minimum of £250,000 (as per your last financial year), and must have liability insurance. TV Advertising is a powerful tool for delivering transformative effects for smaller advertisers, specifically generating sales and awareness and we need businesses to be at a certain stage of growth and size to be able to function and thrive when their national TV campaign goes live.

The time commitment required will be dependent on the individual needs of each business and the schedule of the initiative. More details will be provided to the selected businesses. Please see our key timings here.

Are there any costs involved for participating businesses?

There are no costs for participating businesses. All expenses related to the initiative will be covered by Channel 4, Lloyds.

Is the initiative open to businesses based anywhere in the UK?

The initiative is open to businesses based anywhere in the UK.

Businesses that have previously participated in similar initiatives can apply, however, those who have previously had TV advertisements cannot apply for this initiative.

What are the criteria you will be using to select the successful applicants?

The selection criteria is displayed on our Application Process page.

What happens if I am shortlisted but cannot commit to the rest of the schedule/timings?

Please thoroughly read through our key timings and dates before applying, unfortunately we cannot take your application through any further if you cannot commit to the dates outlined.

How will the mentorship be structured? Can we choose our mentors?

The structure of the mentorship program will be shared with the selected businesses. While mentors are carefully matched to suit each business’s needs, participants do not directly choose their mentors.

What we do offer is an opportunity to decide if you would like to pursue a mentoring relationship after a ‘chemistry session’, where mentors and businesses meet for the first time and decide if they’d like to work together.

What kind of support can we expect from Channel 4 and Lloyds during the initiative?

Channel 4 and Lloyds will provide extensive support, from financial expertise to advertising know-how. Each business will benefit from tailored guidance to help them grow and scale.

This includes:

• Mentorship/Sponsorship
• Access to masterclass and events
• Support with ad creative
• Dedicated Account Manager
• Access to business resources
• Relationship manager from Lloyds [Optional]
  

How much creative input will we have in the creation of the TV advertisement?

All brand ads will be created within a templated structure. Business owners will have some creative freedom within this structure. Business owners will input and consult on the script and tone for their ad and work towards a brief agreed in advance. Business owners may be asked to feature in their ad, either by way of voiceover or being filmed.  Please note, final creative control sits with Channel 4 who will produce all ads to be cohesive with all other initiative winners. 

Where will the TV Ad be filmed?

The TVCs will be filmed at a London studio.  

What happens if we are chosen but cannot commit to the filming schedule?

Businesses selected for the initiative should be prepared to commit to the filming schedule. If you have concerns about availability, please contact us.

If we have more questions, whom should we contact?

For additional questions or concerns, please reach out to 4sales@channel4.co.uk