The new adult entertainment channel from Channel 4 (2006)
Campaign: The new adult entertainment channel from Channel 4
Brand: More 4
Client: Channel Four Television Corporation
Agencies: DDB London
Authors:
Television channel launches bring challenges; especially difficult is the disentangling of the effect of programming content from that of communications. This paper shows how the inspired and provocative idea of 'adult entertainment' successfully positioned and launched a new television channel of 'grown up' programmes to a valuable audience of 'grown up' viewers. BARB viewership data proves that the people who were exposed to television advertising for More4 were nearly twice as likely to go on to watch it than people who hadn't been exposed.
Judge's Comments: