Channel Four Television Corporation - More 4: How "adult entertainment" sold grown up television to grown up viewers
Dan Ng, Julia Wood, Sarah Carter, Les Binet and Jonny MacKay
This paper discusses the launch campaign for the television channel 'More4'. The channel's main target audience was upmarket Channel 4 viewers (ABC1, 35-54), and the advertising objectives were to create awareness, build a sustainable audience share, and justify premium advertising rates.
| Agency: DDB London | Authors: Dan Ng, Julia Wood, Sarah Carter, Les Binet and Jonny MacKay |
More 4 – How “adult entertainment” sold grown up television to grown up viewers
Launching a successful new television channel is not easy. Proving the role of communications...
