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 LondonAuthors: 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 in this success is even harder.

A brand launch in any category is typically difficult to evaluate. What should success be measured against? Television channel launches, in particular, bring additional challenges; especially difficult is the disentangling of the effect of programming content from that of communications.

This is not helped by research budgets usually being...

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