4oD goes mobile with new shorts commissions

26 June 2014

Educating Binky

 

• 3G and 4G streaming enabled on 4oD
• New dedicated mobile shorts hub
• First branded shorts starring Channel 4 talent now live
• Original 4oD exclusive shorts to launch from July

Channel 4 today announced it has launched a fully mobile 4oD, enabling viewers to stream content wherever they are via 3G and 4G on iOS and Android devices – and watch exclusive original short form content in a new dedicated shorts hub. 

Reflecting the growing viewer demand for snackable videos, 4oD’s shorts hub curates a diverse selection of new and exclusive shorts – including magazine shows on subjects from films, games, news and current affairs; popular science and futurology series; comedy and satire formats; lifestyle and food shows; and engaging education formats for teens.

4oD’s shorts will feature top Channel 4 talent including Jamie Oliver and Food Tube celebrities, Guy Martin, Made In Chelsea’s Binky Felstead and Mark-Francis Vandelli, and many more – and will also introduce new faces, writers and producers from both the TV and internet worlds.

The first original shorts will be available on 4oD from next month with titles to include: Craic Addicts with Chris Greene and Peter Ganley taking a comedic look at how the emerging online and popular culture trends will change the face of society [12 x 4 min / Prod The Connected Set]; Daughters and Fathers, where each find out what they think of one another [12 x 4 min / Prod Atomized]; and Two Players which sees two celeb friends chat and play video games together [12 x 4 min / Prod Lemonade Money].

4oD’s original short form commissioning strategy is overseen by Channel 4’s Deputy Chief Creative Officer, Ralph Lee. Head of Online, Richard Davidson-Houston is leading the editorial and commissioning team. The team are currently developing a raft of short content with the indie production community including The Connected Set, Don’t Panic, Atomized, Clearstory and Lemonade Money, amongst others – and will announce the full first tranche of original shorts commissions later in the summer.

There will also be a collection of advertiser funded shorts series – Channel 4 has already formed three major partnerships with Rimmel London, British Gas and Alfa Romeo, working with agency partners OMD UK, Carat and Maxus Partnerships respectively.

Newly launched this month, Educating Binky, in partnership with Rimmel London working with OMD UK, sees Made In Chelsea stars Binky and Mark-Francis explore iconic fashion eras including The Victorians, The 50s, The 60s and The 80s – a must see for fans of E4’s BAFTA award-winning structured reality series. A second series with Rimmel London will follow in the autumn. [2 x 4 x 3 min / Prod Monkey Kingdom]

Home Truths, created in partnership with British Gas and Carat, is set to launch this summer. It is a lifestyle series with stories about home; the relationship we have with the homes we buy, make and live in. [24 x 3 min / Prod Atomized]

Guy Martin stars in a new short series in partnership with Alfa Romeo – an extension of its Passion for Life sponsorship with Maxus Partnerships which includes Channel 4’s Speed with Guy Martin series. The short films produced by North One Television (the company behind the Speed series) follow Guy as he fulfils his passions, from the Isle of Man TT, to Grimsby Docks; from the inside of a WWII Spitfire engine, to his garage full of state-of-the-art equipment. [4 x 6 min / Prod North One Television]

In a new licensing partnership with Fresh One, 60 acquisitions of Food Tube video recipes starring Food Tube celebrities will launch on 4oD in July [60 x 5 min]. 

These brand partnerships follow Channel 4 Sales’ recent launch of its short form branded content initiative to the market, led by Partnerships Lead, Rob Ramsey and Partnerships Controller, Simon Wells.

Richard Davidson-Houston, Channel 4’s Head of Online said: “Short form content is an incredibly exciting development both for viewers and for producers. We’ve already had a great response to Shorts from some of the UK’s most innovative new indies. Our doors and minds are wide open to ideas from forward-thinking producers who want to join in with this exciting new development.”

Jonathan Allan, Channel 4’s Director of Sales said: “The launch of our short form content hub builds on Channel 4’s industry leading reputation for digital innovation and reflects how our viewers are increasingly watching on the move. It’s testament to the work of the team that we are launching with a fantastic range of partnerships with major brands such as Rimmel London, British Gas, Alfa Romeo and Jamie Oliver’s Food Tube.”

Notes to editors

• Android will carry all short form content – but the short form hub is initially only on iOS and C4.com 
• Production companies wishing to pitch commissioning ideas for original shorts programming can submit ideas to Channel 4 Online via onlineproposals@channel4.co.uk
• Agencies or brands can register interest in working with Channel 4 Sales on branded shorts partnerships with Simon or Laura in the Partnerships team via swells@channel4.co.uk or lcottrell@channel4.co.uk