Channel 4 is riding high, not only enjoying success on YouTube with a digital-first strategy but also picking up awards in the bargain. Grace Boswood, Director of Technology and Distribution at Channel 4, attributes this success to a clear-eyed view on digital transformation and a well-honed strategy.
“Our YouTube strategy has been really positive. One of our metrics of success is when other broadcasters copy what we're doing. What we're seeing today is that two dynamics are being proven. The first is incremental viewing. These are audiences that reject the traditional TV environment. They don't really like the type of TV apps that are often needed for watching on different devices. Therefore, we can reach an audience that otherwise wouldn't find Channel 4 content and wouldn't have that touch point with us. We keep a really strong eye on that, because that's where the commercial trade-off starts to happen. However, at the moment, it's really incremental, and that's really exciting.”
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