[3] Channel 4 - Ugly Betty

The Ugly Betty website gives a further insight into the programme that has become so popular in recent weeks specifically for those that are interested in the programme (narrow-casting). When first entering the page, there is a large photograph of Betty with the caption ‘Fashion has a New Face – Brand new comedy for Friday Nights’ which clearly promotes the time and provides a quick synopsis. There is clear promotion on the homepage to interest potential audience, for example a little passage which creates enigma, leaving the audience wanting to know more…’How can an ordinary girl – a slightly plump plain-Jane from Queens – possibly fit in?’ There is a clear box with the times that the show is aired on all 4-related channels..(C4, E4) so the audience is provided with the essential information. For those already interested in the programme, there are many games and extras for them to look into. For example on the homepage there are character profiles, a chance to get to know Betty, Photo galleries, and to remake her face with T4 (a channel 4 production) and a chance to watch clips.

Extras include episode guide, the show, cast, gallery and forums, which give the chance for the audience to be interactive. There is a chance to catch up with missed episodes on 4OD – with further promotion for this sister channel. The forums allow the viewers to discuss the programme, allowing for a worldwide reach on a similar interest point, creating an online community. Channel 4 can also use the forums to keep track of how much interest there is in the programme and what is liked and disliked. This keeps it effective.

The website originally was available before the programme was on air, so that those that had heard about it before hand could get ahead before it was aired to the public. There was a chance to watch trailers and video clips which would hook potential or keen viewers before they had even experienced an episode.

Dulux sponsors the show and there is a set place in which the Dulux film repeats. Other sponsors have adverts that pop up in the middle of the screen which are hard to avoid. The more popular the show becomes, the more interested brands become in advertising with them. This makes it more and more appealing and expensive.