Channel 4 is a leading mainstream broadcaster website which essentially replaces TV guides, magazine articles, news, and in effect television with the new 4OD (on demand). This is relevant as it is more available and targeted at the new, younger, teenage generation as it gives them the opportunity to get everything on a single site. The site is mainly factual including programme information, TV listings, the current news, and appeals to the audience by including an entertainment section full of games, music, viedo clips, webzines, podcasts, comedy etc: a lifestyle section which targets the interests of the consumers by having categories such as cars, sport etc: a documentaries section for those interested in culture and science. There is also lots for the audience to interact with such as interviews, highlights and clips from shows.
Channel 4 have identified their policies in fulfilling audience satisfaction within their institution. These consist of (a) demonstrating innovation, experiment and creativity in the form and content of programmes, (b) appealing to the tastes and interests of a culturally diverse society, (c) making 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) exhibiting a distinctive character.
As a whole, there is much for the audience to relate to and therefore caters for many social groups and a global audience, as there is a large reach for potential users of the services that channel 4 provides. The main target audience of the website is the new younger generation due to the vast amount of time spent on the net, and soon the site will be able to be an alternative for the actual television. Even now the site offers catch up on 4OD, recap summaries, watching key chips from a programme, and more interactive aspects which allow a deeper understanding of a programme and lets them get ahead of the programme. We are now able to access and consume lots of diverse media in a single place and are now more involved with programmes through interactivity and networking.
The technologies used are very similar to other internet sites and Channel 4 specialises in keeping them basic so that everyone is able to use it and benefit from it. The layout is simple and clear with a large browser on the left of the page which is differentiated by categories of interest. The bulk of the page is simply the key features that are currently available, advertising three main ‘picks of the day’, alongside easy to read TV listings and a small news update. Under the browser, there is a ‘top shows’ box which gives a quick link to the individual website for the show. There is also a search bar, which will take you straight to any page that you are looking for with ease. An A-Z of all channel 4 programmes is also available alongside a sitemap. There is also institutional links and advertisement for Channel 4’s sister sites that are labelled at the top of the page and the logos are at the bottom; these include E4, More4, 4Radio, 4OD and Film4. They are managing to converge the technology and achieving vertical integration through the web television and mobiles. They can distribute through downloads on the mobile and computer, which essentially creates a young, ‘funky’ image for channel 4 and the ability to market their media products with as much exposure as possible through means of downloading, gaming and advertising.
There are many interactive features that the website links to. For example I have picked ‘Deal or No Deal’ which is sponsored by the phonebook. There is a chance to play deal or no deal and win prizes. They get to be the contestant and eliminate boxes to get an offer from the banker. There is an opportunity to win cash prises. The site also offers audience tickets, a classic show vote and a hall of fame, which is commonly referred to on the show.
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