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'It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.'
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UK's Channel 4 to Base TV Programming on Social Media Buzz

Bottom Line: In a strategy that suggests either world class foresight - or just an attempt to exploit the latest ephemeral trend - the UK's second largest commercial broadcaster is to launch a new channel dedicated solely to programmes that have created the most buzz on social media.

Britain's terrestrial Channel 4 is set to launch a new channel branded 4Seven, whose shows will be trailed by comments previously posted by viewers on Twitter, Facebook, Google+ et al. The new channel debuts on July 4 and may well prove to be the global forerunner of a new style of TV programme scheduling. Opines Steve Parker, partner at CHI Group's The Social Practice ...

 [Estimated timeframe: Q3 2012 onward]
MT log date: Jun 08, 2012

... "It's an interesting idea and starts with a good insight by tapping into behavior that is already happening. With social-media analysis tools, you can look at sentiment and volume and build your schedule for the next day."

4Seven will reserve its 8pm-10pm weekday slots for the shows that created the most buzz on social media and the UK newspapers during the 24 hours preceding transmission.

At 9 pm 4Seven will broadcast the same show that parent Channel 4 broadcast at 9pm the previous night, the remainder of that evening's schedule being filled with whichever programmes proved most popular during the previous week.

Read the original unabridged article here. 

Factual data only is sourced from the original attributed article. The data is then enhanced by additional research and comment.

Email this article Source: AdAge.com
MT article URL: http://marketingtomorrow.com/article.aspx?id=5858



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