I researched Channel 4 in order to understand more about the platform that my advert would be broadcast on. I researched the types of shows that Channel 4 broadcast, their main target audience and their schedule so I could see where my advert would fit in. I wanted to make sure that my advert adopted the 'Channel 4 style' so that it would appeal to their audiences.
I also researched the types of adverts that were being broadcast at prime time during the week to see whether my adverts would fit in with them.
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| Channel 4 Logo |
Channel 4 is a public service broadcaster that was launched on 2nd November 1982. It has become a parent company to other subsidies including E4, More 4 and Film 4, which all attract more niche target audiences. However, Channel 4's core audience are 16-34 year olds as they broadcast a wide range of shows that appeal to a large audience.
Channel 4 is a unique brand, with an edgier, more risky image that other public service broadcasters as their content is more controversial. They capture the tastes and interests of a culturally diverse society through the way that they represent characters in their shows, meaning that they have broad appeal.
Channel 4 was established with a remit of public service obligations. They must provide a broad range of high quality and diverse programming which:
- demonstrates innovation, experimentation and creativity
- appeals to the interests of a culturally diverse society
- is of educational value
Channel 4 aim to extend the choice available to viewers, appealing to tastes and interests not generally catered for by other broadcasters. By doing this, they are encouraging innovation.
Choosing a slot to schedule my adverts in is very important. The brief demands that my adverts are broadcast at prime time which is between 7-9pm. The typical adverts that feature at this time are normally linked to the show that is on air. For example the Great British Bake Off is sponsored by Lyle's golden syrup and Dr Oetker.
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| Channel 4 schedule example |
Hollyoaks is a prime example of the type of show that I want to schedule my adverts around. Hollyoaks attracts the same target audience as mine (16-25 year olds) as it is about younger characters and the complications that they have to overcome in life. Some themes include violence, love, sexuality, discrimination and death. It is aired every weekday at 18:30, meaning that my target audience will already be tuned into Channel 4 to watch my adverts at 7pm.
The Great British Bake Off attracted an average of 6.1 million viewers when it moved over to Channel 4. A lot of this audience will be people from my target audience and so scheduling my adverts close to GBBO would also maximise my adverts potential of reaching the target audience.
From this research, I have decided to schedule my adverts on Tuesdays and Fridays at 7pm after Hollyoaks. GBBO is scheduled on Tuesdays at 8pm and so the target audience will remain on the channel after Hollyoaks has finished in order to watch it. This will mean that my advert will be viewed by a mass audience, including my target audience. Additionally, Friday is the end of the week and from research, I have seen that my target audience are most likely to order a take-away at the weekend.
I have also learnt a lot about the style of adverts that Channel 4 broadcast, and I intend to feature the certain style in both of my adverts. I plan to demonstrate innovation and creativity through the humour in both of my adverts. I also intend to appeal to the tech-savvy audience by having the YourFood app as an easy way to search for and order food.
Sources:
channel 4 website
youtube
channel 4 schedule
Wikipedia
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