Channel 4 has launched a new strand of content on its on-demand platform 4oD dedicated to short films.
Its new 4Shorts offers viewers a range of specially commissioned innovative, diverse and experimental short form programmes featuring Channel 4 talent that are exclusive to 4oD.
Within 4Shorts are Extracts, showcasing some of the most tweeted-about moments from Channel 4 shows soon after broadcast based on Twitter data; Extras – commissioned bonus content of some of Channel 4’s most popular shows from Made In Chelsea to Educating Yorkshire; and Originals – newly commissioned content that resonates with a digital audience enabling Channel 4 to innovate and experiment across all genres. Originals will also feature advertiser-funded content specifically for 4oD, for the first time.
In order to help viewers find short movies, 4Shorts short form content will appear alongside flagship Channel 4 shows for the first time on 4oD.
Speaking at the Transforming TV event as part of the Channel 4 Upfront, Jonathan Lewis, head of Digital and Partnership Innovation said: “Channel 4 has a heritage of developing engaging, innovative content with our advertising partners. 4Shorts enables us to further our strategy to work with advertisers more closely in new creative and experimental ways in 2014, giving them more cutting edge opportunities to take risks and engage with our young, connected audience, wherever they are.”
He said that 4Shorts breaks down some of the traditional conventions of television, removing “entry barriers including high production costs and scheduling limitations to offer brands an opening to create content for a premium TV platform.”