Homepage
The homepage has a menu down the side, which shows all the main pages, as well as a list of the top TV shows, with links to each of their channel 4 pages. This allows consumers to easily navigate to their more niche interests, or their favourite programmes. The main headline is ‘Get free stuff,’ on a Skins background, which appeals to a lot of consumers, and is an example of Channel 4 rewarding loyal consumers. There are more links to programmes further down on the page, and a link to ‘The Ultimate Friends Quiz,’ and the Games page, which shows the more interactive features of the website. On the right hand side is a Channel 4 TV schedule for the evening, allowing consumers to quickly scan what’s on, as well as encouraging them to watch. Below this is the latest news headlines, showing the more serious side to C4, and providing something for an audience who are not interested in gaming. Finally there are external adverts for Sky and Honda, which provides a source of revenue.
Watch Online
Channel 4’s watch online service is called 4OD (4 on demand), and is a key example of interactivity and personalization. Consumers can choose what they watch, when they want to watch it and are not bound by the linear nature of traditional television scheduling. This is the explanation featured on the website:
‘You can now download your all time favourite Channel 4shows and films to your PC, on demand. 4oD is quite simplyanother way to get your TV hit, 24/7. You can delveinto the Archive, catch up on programmes you missed inthe last month and even pre-book upcoming ones.’
The 4OD programme itself is free to download, encouraging consumers to at least take this first step, and you pay per programme after this, meaning each individual programme purchased is cheap, with no big initial outlay like there is for a provider such as Sky. There are free shows each week as well, which gives consumers a taste and leaves them wanting more.
TV
The TV section of the website has links to Channel 4’s sub-brands, such as E4, More4 and Film4. When clicked, each of these links shows the top programmes and gives that evenings TV listings for the particular channel. There are links to particular programmes, which all have their own C4 pages. For a deconstruction of one of these pages, see my blog about the Skins website.
Entertainment
This section of the website contains a range of different pages, with the menu on the left offering film, games, music, sport, T4, 4laughs and thisisaknife. This is another interactive section of the website, designed to give something back to fans of specific interests such as films or online gaming.
Lifestyle
The lifestyle section also has a huge range of different topics, ranging from gardening to motoring. It is notable that many of these pages do offer interactive features, such as a ‘Name that car’ quiz, where you can win prizes, an added incentive for consumers to compete. The lifestyle section offers advice to consumers as well, on everything from money to diet, while at the same time advertising programmes that are on the same subject. For example, the health section has links to the pages for ‘You Are What You eat,’ and ’10 Years Younger.’
News
The news section is fairly standard, but there are some added extras. For example, you can read blogs from the channel 4 news team, and there is also a forum, which encourages interactivity and loyalty to an online community. There is also specialist news sections, such as Science, Arts and Sports.
Documentaries
The Documentaries section is divided into Culture, Faith and Beliefs, History, Fourdocs and Science. Each of these sections offers news, a forum, quizzes, games and competitions. This is a way of getting people, and it suggests young people, more interested in documentaries, by making them more fun and interactive.
Interact
The interact section of the website includes features seen on other sections of the website, such as forums, but also includes mobile links, and free downloads for mobiles, a Take part section where consumers can apply to appear in channel 4 shows, and 4talent, a website where amateurs can display their work.
Summary
The channel 4 website seems to revolve around interactivity, with each individual section containing interactive features. It aims to present news and information in an interesting and up-to-date way while attempting to include the consumer as much as possible, and get them interested in channel 4 as a brand, encouraging loyalty.
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