Uk Channel Four New Media Brand Operation Strategy - Television Programs, Operations Management - Hc

Britain's Channel Four to innovative content and form

, the BBC monopoly of the British media industry is rapidly growing, after years of development, has become a unique brand. Britain's Channel New Media (Hereinafter referred to as: Channel4) followed the trend of new media revolution, combining Internet, phone and TV, own many of the Internet Audio and Video Program, unique in the field of new media, media industry in the UK had a very big impact.

Full content of multi-channel expansion of the brand

According to different transmission networks, new media is now generally divided into three categories: Broadband Internet, digital Broadcasting Network and wireless mobile networks. Three types of new media forms and traditional TV media continued integration, the increasing maturity of the value chain is creating a new and improved.

Channel4 combining Internet, phone and television, first as a gateway to the important role of the fourth channel, transmission TV station Program of the dynamic information such as full use of new media features two-way communication, and in the forum, a blog full expression. Channel4's online experience using advanced technology, digital channels closely with the network content, the user can be customized using the Internet or phone access to Channel4 to provide information and support, can have the opportunity to watch television in each episode to miss. Often talk about the new media, we consider the medium itself too much, and in charge of Channel4's Adam? Kyrgyzstan (AdamGee) view, "new media = Interactive Media." Building itself from the media to talk about, the largest interactive features of the new media, interactive media, new media features full play to change the way traditional media forms of communication. To use an interactive approach to the construction of the new media of television, improve the content of building, strengthening transmission by the exchange, to enhance the brand reputation. Integration of old and new media

establish a unified brand image the role of traditional TV media, both the brand and resources

Channel4 has a primary principle that the television stations to maintain a strong and innovative capacity. In the process of building the new media, Channel4 has followed this principle, so that the influence of television has become an extension to the new media. Channel4 in the construction process into the traditional TV media, content and settings via simple integration of program content, classification, formation of new programming resource library, which formed in Channel4.com, including broadband service FourDocs and a Video on Demand Service 4oD continuous development of increasingly extensive online activities. Impact in improving their own, but also to further guide the viewers attention to traditional TV, the formation of brand interaction.

Of traditional television programs, the spread of value-added

Traditional TV programs on the Internet, cell phones and other new media environment, the spread of value-added, has been constantly exploring Channel4 direction, and has formed a relatively complete structural model, mainly in three aspects:

First screen the content of external aggregation. Traditional TV programs are to time constraints, must be the most essential content in a limited period of time passed to the audience. Interconnection of new media to bring the mass of features can be very good to make up for this shortcoming of traditional television. The user can see not only the traditional Channel4 TV program content, but also to see the story behind the content, information, and even show trailers, clips and other popular TV shows.

Secondly, strengthening the professional guidance and interaction. Users can easily get Channel4 professional "help." In the program bar of the "Editor's Choice (Editor'sPicks)", thereby enabling users to understand the most anticipated fourth channel the latest content. In the "Editorial Voice (NewsroomVoices)", users can read the editor's biography, reports, reviews, backstage about the program, a better understanding of related events. Users can also channel 25 years from the 1000 fourth video clip library in accordance with the program categories (entertainment, lifestyle and documentaries) selection of professionally screened content.

Third, focus on building vertical content. Programs that take advantage of its strengths, for a particular industry for content aggregation. For example, acclaimed Channel4 Auto Channel (4car), the channel has the auto show reports, video Test So hundreds of films, including airbags blog, driving games and other features commonly used tool for content. Per month to the millions of people surf the Internet.

by: gaga

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