David Farnor | On 16, May 2014

A “revolutionary” overhaul of 4oD is on the way.

Speaking at the C4 Annual report, the broadcaster confirmed its plans for a major update to its video on-demand service. Chief Executive David Abraham said they would be aggregating digital content into an all-in-one platform, which will combine live, linear content with listings of archive, short-form and catch-up programmes.

“Up until now all of these aspects have been developed by the industry in relatively individual ways,” he said. “We are working on a revolutionary way to present this in a joined up way.”

Indeed, the comments follow Sky’s recent introduction of a TV guide that combines its TV schedule with on-demand shows, an approach also used by BT-backed set top box YouView.

The revamp is being tested by users at the moment, reports Broadcast Now, and will be available on a range of apps for mobile, tablet, desktop and TV devices.

“It’s a very insightful solution to challenge how viewers navigate coherently between what is on now, what was on last night, shows available from several years ago and all the related information and interactive features,” he added.

The announcement follows a strong period of growth by Channel 4’s online arm, with viewing climbing to 476 million people in 2013 – up 6 per cent year-on-year, but still behind ITV’s large audience.

Nonetheless, Channel 4 is placing an increasing amount of importance upon its 4oD brand. The broadcaster recently removed its content from subscription video on-demand services such as Netflix and Amazon Prime Instant Video in an attempt to bring more users into the 4oD fold. It appears to be paying off: last year, the broadcaster generated £61 million in revenue, including syndication and sponsorship deals, notes Broadcast Now. Revenue from 4oD climbed by £11m in 2013 – a fact that has led to Channel 4 using demographic targeting to present ads to specific audiences, allowing them to charge more money for targeted marketing.

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