Canon to link with C4 for video-on-demand offer

LONDON - Photography giant Canon is poised to go live with a first-of-its-kind online marketing deal that will see it give away TV content through Channel 4's video-on-demand service 4oD.

Canon will next month launch the Canon Content Lounge, an area within Channel 4’s 4oD service dedicated to promoting the firm’s new digital camera, the IXUS 860 IS.

Episodes of comedy programmes Peep Show, Father Ted and Meet Ricky Gervais will be given away free during the deal that will be promoted through a campaign site created by media agency BJK&E. The Canon areas will also be publicised through the homepage of Channel 4’s main site, Channel4.com.

The campaign is a departure from the banner and skyscraper ads normally hosted by 4oD, which was one of the first broadcasters to run extensive video ad campaigns online. 4oD will run the promotion for one month from 19 November.

Content on 4oD is free for up to 30 days after it appears on core terrestrial channel Channel 4. The broadcaster charges users for material accessed after 30 days.

Canon’s campaign follows a report last week that Channel 4 is the most popular TV service on the internet.

Continental Research’s report on internet TV services found that a quarter of internet TV viewers use 4oD compared to 16% using BBC’s iPlayer, while 12% were found to have used Sky Anytime.

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