Television

 

Channel4.com set for relaunch

 

LONDON - Channel 4 is to overhaul its website in a multimillion-pound relaunch that will see the homepage become ad-free, with potential for the site to carry targeted ads.

Channel4.com set for relaunch

The relaunch, to go live in mid-January, is focused on making Channel4.com the authoritative source for information and content relating to any Channel 4 TV show.


Key changes include the provision of a dedicated web page for every programme aired on Channel 4, predictive search and more interactivity.


The homepage will be ad-free for the first time and Channel 4 is considering making users register so that it can deliver targeted ads.


Richard Davidson-Houston, Channel 4 head of products, new media, said: "Channel4.com has been very successful as a portal. However, we realised a year ago that we wanted to match the site to user expectations and it had to be more about Channel 4 TV programmes and less like a portal.


"We have increased the functionality of the site and are seeking to focus the proposition more consistently around TV programmes."


Errol Baran, Channel 4 head of new-media advertising sales, said: "It was a big decision not putting ads on the homepage, but we feel we wanted to leverage our products even more and not over commercialise the property.


"The homepage is all about Channel 4 and, for the same reason, we have moved from three ads per page to two."


He added: "We are also looking at a registration system for Channel 4.com so we can offer targeted ads as agencies. Clients want this type of clarification."


The relaunch follows a period in which Channel 4 has pared  back its digital presence.
Last month, the broadcaster announced plans to close the interactive and mobile parts of its ad sales business.


In addition, it has already closed down 4DS, its third-party digital advertising sales business.

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