Channel 4 – Disarming Britain
THE BRIEF AND BUSINESS CHALLENGE
Channel 4's recent Disarming Britain season took a groundbreaking approach to programming, taking an unflinching look at the increasing use of violence and weapons by young people on the nation's streets. The season featured a number of TV programmes and special online features dealing with the issue of gun and knife crime in the UK to help raise public awareness.
Channel 4 was keen to evaluate the impact of the season as its level of success could have major implications for planning and programme making, particularly in the areas of news and current affairs. Thus, iCrossing was commissioned to measure audience engagement levels to discover whether the multi-platform programme content had a meaningful impact on viewers.
The Disarming Britain season was a major undertaking for Channel 4 and the iCrossing project was a radical approach to measuring the value of a multi-platform season of programming content.