Channel 4 invests in digital content for teens
James R | On 12, Jun 2019
Channel 4 is looking to reach younger viewers with a new wave of content on YouTube and social media.
This new Teens strand is part of Channel 4’s original digital content strategy. It aims to ensure that a new generation of viewers who watch an increasing amount of their video content on social platforms develop a continuing relationship with the Channel 4 brand.
Channel 4 will build on its existing linear commitment to programming aimed at older children, with a new digital-first range of short and medium-form content aimed at 13-16 year-olds. This content, which will include a seven-figure investment in original commissions, will be made available on YouTube, as well as being distributed on Instagram, Snapchat and Facebook – reflecting where teen viewers are spending increasing amounts of their time. The teens strand will be commissioned and run from Channel 4’s new National HQ in Leeds.
The strand commits to being innovative, distinctive, to reflecting the diversity of all the UK and to giving new and unheard voices a platform. This reflects findings of Ofcom who have identified a clear gap in the provision of high quality, UK-produced content for younger teen audiences and tasked the commercially funded PSB’s to develop new plans for children’s content by this summer.
A new brand for the teens strand is in development and further details, including the editorial proposition, will be released later in 2019.
Announcing the plans, Channel 4’s Chief Executive, Alex Mahon and Director of Programmes, Ian Katz, said they plan to launch in early 2020.