To ensure Channel 4 survives and thrives in the world of connected viewing by:
- understanding the behavioural and technological shifts happening around them
- auditing Channel 4 social/digital activity
- using this insight to develop a strategic plan to gain commercial advantage from deeper, more engaged relationships with viewers
Together with a steering group made up of senior stakeholders from across Channel 4’s Strategy, Marketing, Communications, Commissioning and Insights teams, our strategy team co-created a set of objectives against which to plan and measure the broadcaster’s viewer engagement activity.
This helped ensure that the project had buy in at the highest level, reflected the needs of the different departments and clearly established what the channel wanted to achieve through engaging directly with viewers.
We undertook full competitor and related company research. And a full review of Channel 4’s social activity to date.
Industry Innovations research
Desk-based research to answer:
- Who in the broadcast world is setting the benchmark in social media – and how well are they delivering against similar objectives to C4’s?
- How well is C4 delivering against the objectives?
- Where does C4 fall short?
- What does C4 need to do to be better?
In-depth interviews with key Channel 4 people to:
- Get detailed understanding of current activity, challenges and risks
- Understand individual goals, targets and measures
- Explore individual views of the opportunity – and the risk for Channel 4
- Gather examples of best practice in different areas
Benchmark report & recommendations
The output was a report detailing insights, recommendations and a roadmap to achieving them:
- External best practice, mapped by objective & illustrated with case studies
- Channel 4 activity, mapped by objective, and scored for performance
- Recommendations for how to optimise Channel 4’s Viewer Engagement activity to deliver against the objectives
As a result of the extensive insights work NixonMcInnes carried out Channel 4 are better placed to address the challenges that social technologies and behaviours present to the traditional broadcast model.
This includes internal reoganisation, creation of new job roles and adoption of new internal processes, feeding into their wider focus on data and viewer engagement.