Blog Post 2: Channel 4

Researching Channel 4 was important because it helped me to understand how Channel 4 was created and the brand values that I have to fulfil. In addition, I was able to look into Channel 4's programmes and schedules to find out where I can place my importance and learn about the importance of ratings. I did this by looking at research reports from Ofcom and BARB, checking the wikipedia for Channel 4, looking at Channel 4's 2017 annual report and reading the book Public Service Broadcasting in the Age of Globalization.

Source: Channel 4 website

From my research, I was able to find out that the channel was founded in 1982, and is owned by Channel Four Television Coorporation. It is a public service broadcaster, meaning that Channel 4 has to fulfil the demands of the public service remit, which is regulated by Ofcom.





There are many guidelines that the remit states, but the most important ones are as the following:

• The form or content of programmes should show innovation, experimentation and creativity
• It should have appeal to the tastes and interests of a culturally diverse society
• It should exhibit a distinctive character
• It should provide a substantial amount of educational content

On top of this, Ofcom's Channel 4 report indicates that Channel 4 also performs well in promoting alternative view and new perspectves as well as all the aspects in the remit.

Source: Channel 4 Annual Report 2017

The Channel 4 annual report mentioned how 64% of their investment goes to innovative British programmes and how they have a strong relationship with young people which is more than 8% stronger than other PSBs. This indicates the importance of showing innnovation and a connection with young people in my advert.

I found out that some of the popular Channel 4 shows are: The Great British Bakeoff, Hollyoaks, Celebrity Hunted and Gogglebox. The Great British Bakeoff also had the 6th most viewed episode on 31st October 2017 with 10.04 million viewers. From researching Channel 4's shows, I discovered that Hollyoaks has the same target audience as me and is always airing during the 6:30-7:00pm, so airing my advert at around 7:00pm is the best option for me.

Source: Channel 4 Website

This research proved to be particularly vital to my project as I could place my advert around popular youth programmes like Hollyoaks. In addition, knowing Channel 4's brand values helped me make sure to present diversity and fit the alternative theme with my advert